PENGARUH DIGITAL ENTREPRENEURSHIP DAN GREEN CAMPAIGN GLOBAL TERHADAP LOYALITAS KONSUMEN PRODUK SIDOMUNCUL DI TIKTOK
DOI:
https://doi.org/10.61722/jiem.v4i8.12528Keywords:
Digital Entrepreneurship, Global Green Campaign, Consumer Loyalty, TikTok, Sidomuncul.Abstract
Sidomuncul holds a nationally recognized environmental sustainability record and decades proven herbal product quality, yet these strengths have not fully translated into strong consumer loyalty on TikTok. A pre-survey found that the company's digital entrepreneurship activities and green campaign communication on the platform still fell into the “Less Good” category, in line with a still-suboptimal consumer loyalty score (average 3.43). Based on this condition, this quantitative-verificative study aims to examine the effect of Digital Entrepreneurship (X1) and the Global Green Campaign (X2) on Consumer Loyalty (Y) toward Sidomuncul products on TikTok, both partially and simultaneously. A sample of 100 active Indonesian TikTok users was selected through purposive sampling based on the Cochran formula. Data were collected via a Google Form questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics. The results show that, partially, Digital Entrepreneurship has a positive and significant effect on Consumer Loyalty (tcount = 2.248 > ttable = 1.984; sig. 0.027), as does the Global Green Campaign (tcount = 2.482 > ttable = 1.984; sig. 0.015). Simultaneously, both variables have a significant effect (Fcount = 22.730 > Ftable = 3.09; sig. 0.000), contributing 31.9% (R2 = 0.319), while the remaining 68.1% is explained by other factors. In conclusion, the two strategies are complementary (correlation 0.754) in building loyalty. Sidomuncul is advised to strengthen health education content, authentic environmental narratives, and TikTok Shop-based loyalty programs to encourage repeat purchases.
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