Understanding E-Commerce Loyalty Among Gen Z Indonesia: The Role of E-Social Brand Experience on TikTok Shop in the Fashion Industry

The rapid growth of digital technology has transformed consumer-brand interactions, particularly in the fashion industry through platforms such as TikTok Shop. This study investigates how e-social brand experience impacts e-commerce loyalty among Gen Z consumers in Indonesia. Using the Stimulus–Organism–Response (SOR) framework, this study analyzes the relationships between e-commerce brand experience, e-trust, e-satisfaction, e-brand love, and e-loyalty. Data were collected from 249 active TikTok Shop users who had purchased fashion products, and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results show that e-brand experience significantly increases e-trust, which further drives satisfaction, fosters emotional brand attachment (brand love), and ultimately leads to stronger loyalty. All hypotheses proposed are supported with statistically significant findings. These results highlight the importance of delivering engaging, trustworthy, and emotionally resonant digital brand experiences to foster long-term loyalty among Gen Z consumers. This study provides theoretical implications for digital brand experience research and practical insights for fashion brands seeking to succeed on social commerce platforms.