MARKETING MIX FACTORS AND CUSTOMER SATISFACTION IN SOCIAL COMMERCE: A STUDY OF TIKTOK SHOP USERS IN MALAYSIA

Abstract

This study investigates the relationship between four elements of the marketing mix product, process, promotion, and price and customer satisfaction among TikTok Shop users in Malaysia. As social commerce continues to reshape digital entrepreneurship, understanding how these factors influence satisfaction is crucial for sustaining competitiveness in online markets. A quantitative correlational design was employed, and data were collected from 85 TikTok Shop users through an online questionnaire. Descriptive and Pearson’s correlation analyses were conducted using SPSS Version 27. The findings revealed significant positive relationships between all four marketing mix elements and customer satisfaction. Among these, process (r = 0.632, p < 0.05) and price (r = 0.650, p < 0.05) exhibited the strongest correlations, highlighting the importance of transaction efficiency and perceived price fairness in shaping user satisfaction. The study is grounded in the 7Ps Marketing Mix framework and Fishbein’s Multi-Attribute Model, integrating both marketing and behavioral perspectives to explain customer decision-making in social commerce contexts. The results provide theoretical and managerial insights for enhancing consumer experience and loyalty on digital platforms such as TikTok Shop. Future research should extend the framework to include the full 7Ps to capture a more comprehensive view of social commerce satisfaction dynamics.

Keywords: TikTok Shop, customer satisfaction, marketing mix, social commerce, Fishbein Model