Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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TikTok-GOTO Acquisition: Can E-Service Quality & E-Trust Foster E-Loyalty via E-Satisfaction?

Authors
Mirza Fawwaz Maulasena1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, 40154, Indonesia
*Corresponding author. Email: mirzafawwaz@upi.edu
Corresponding Author
Mirza Fawwaz Maulasena
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_54How to use a DOI?
Keywords
E-commerce; E-service quality; E-trust; E-satisfaction; E-loyalty; TikTok Shop; GOTO; Acquisition; Indonesia
Abstract

The latest acquisition of TikTok by GOTO in Indonesia emphasizes today’s consolidated understanding of customer loyalty drivers in the dynamic e-commerce environment. This research aims to establish how e-service quality and e-trust enhance e-loyalty through e-satisfaction among Indonesian TikTok Shop users aged 18-34 (n=111). Employing a quantitative approach and structural equation modeling (SEM), it is revealed that e-service quality and e-trust positively affect e-satisfaction. Conversely, e-satisfaction serves as a full mediator for the e-service quality and e-loyalty relationship but only partially for the e-trust and e-loyalty relationship. These studies underscore the mediating effect of e-service quality, e-trust, and e-satisfaction on e-loyalty. In terms of practical implications, this study is useful for firms such as TikTok Shop and GOTO, as it provides directions on how to emphasize customer retention within an evolving setting.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_54How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mirza Fawwaz Maulasena
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - TikTok-GOTO Acquisition: Can E-Service Quality & E-Trust Foster E-Loyalty via E-Satisfaction?
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 441
EP  - 447
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_54
DO  - 10.2991/978-94-6463-817-2_54
ID  - Maulasena2025
ER  -