Analysis of The Influence of E-Trust And E- Satisfaction on E-Loyalty In Tiktok Shop (A Case Study of Alumni And Students of Universitas Pertamina Management Study Program Class of 2020)

This study aims to evaluate the impact of E-Trust and E-Satisfaction on E-Loyalty in TikTok Shop. A quantitative method was used, collecting data from 83 respondents, consisting of alumni and students of the Management Study Program, Universitas Pertamina, Class of 2020, who are TikTok Shop customers. The data were gathered through Google Forms. The measurementwas conducted by analyzing the extent to which E-Trust and E-Satisfaction influence E-Loyalty in TikTok Shop. The t-test results show that the significance value for E-Trust (X1) is 0.39 > 0.05, indicating that E-Trust does not significantly affect E-Loyalty. Meanwhile, for E-Satisfaction (X2), the significance value is 0.00 < 0.05, meaning that E-Satisfaction significantly affects E-Loyalty. The F-test results indicate a significance value of 0.00 < 0.05, suggesting that E-Trust and E-Satisfaction together significantly influence E-Loyalty in TikTok Shop. This study contributes to the understanding of the role of E-Trust and E-Satisfaction in shaping E-Loyalty in TikTok Shop. Therefore, TikTok can utilize this research to build consumer trust and satisfaction to enhance electronic loyalty.