Abstract
This research aims to analyze the influence Perceived usefulness, price, trust and risk on consumer loyalty on Tiktok Shop: test consumer satisfaction as a mediating variable. The method used in this research is a quantitative descriptive approach using path analysis (path analysis) to test the direct relationship between variables and indirect relationships between variables. The data collection used was a questionnaire distributed via Google Form. The total sample was 200 people from Langsa City. Determination of samples using techniques probability sampling provide equal opportunities for each population to be selected as sample members by determining the sample using cluster sampling and using SmartPLS 4.0 software. The research results showed variables perceived usefulness on consumer satisfaction has a positive and significant influence, the price variable on consumer satisfaction has a negative and insignificant influence. The trust variable on consumer satisfaction has a negative and insignificant influence, the risk variable on consumer satisfaction has a positive and significant influence, variable perceived usefulness on consumer loyalty has a positive and significant influence, the price variable on consumer loyalty has a negative and insignificant influence, the trust variable on consumer loyalty has a negative and insignificant influence, the risk variable on consumer loyalty has a positive and significant influence, the consumer satisfaction variable has on consumer loyalty has a positive and significant influence, consumer satisfaction can mediate perceived usefulness on consumer loyalty, consumer satisfaction cannot mediate price on consumer loyalty, consumer satisfaction cannot mediate trust on consumer loyalty, consumer satisfaction can mediate risk on consumer loyalty.

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