PENGARUH TERPAAN KONTEN TIKTOK DAN PEMBERITAAN PORTAL NEWS TERHADAP LOYALITAS KONSUMEN KAI COMMUTERLINE JABODETABEK

Abstract

The lost tumbler case involving KAI Commuterline developed into a digital issue after gaining public attention through TikTok content and online news coverage. This study aims to analyze the influence of TikTok content exposure regarding the lost tumbler case and portal news exposure regarding crisis handling on consumer loyalty toward KAI Commuterline Jabodetabek. This research applies a quantitative approach with a descriptive-explanatory design. The sample consisted of 54 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed through multiple linear regression with SPSS. The findings show that TikTok content exposure has a positive and significant effect on consumer loyalty. Portal news exposure has a positive direction, but it is not statistically significant as a partial predictor. Simultaneously, TikTok content exposure and portal news exposure significantly influence consumer loyalty, with an R Square value of 0.533. These findings indicate that digital information exposure contributes to consumer loyalty in public transportation services, although direct service experience and mobility needs may also shape consumer loyalty.