Purpose: This study aims to analyze the effect of perceived usefulness, trust and risk on loyalty with consumer satisfaction as a mediating variable at the TikTok Shop.   Method: This study's research method was a questionnaire survey. The population in this study were consumers born in 1997 – 2012 (generation Z) and had used the TikTok Shop ≥ 2 times. The sample in this study was 232 respondents. The sampling technique uses a non-probability sampling technique with a purposive sampling approach with an analytical tool, namely PLS-SEM (Partial Least Square - Structural Equation Modeling).   Results: The results of data analysis with a significance of 0.05 indicate that the effect of perceived usefulness on customer satisfaction and loyalty has no positive effect. The effect of trust on consumer satisfaction has a significant effect, but the effect of trust on consumer loyalty does not have a significant effect. The effect of risk on customer satisfaction and loyalty has a significant effect. The influence of consumer satisfaction mediates consumer loyalty.

Velva is a frozen food product similar to ice cream, but velva has lower fat content. Velva contains high crude fiber and vitamin contents that come from fruits and vegetables. Pineapples and carrots were chosen as the main ingredients to produce velva. Yellow color from pineapple was found to be less attractive, so that the addition of orange color from carrots 77 make it more attractive. A stabilizer is needed to produce velva with appropriate characteristics such as smooth texture and hard-melted. The stabilizers used in this study was kappa-carrageenan. The research aimed to examine the effect of the various kappa-carrageenan concentration on the physicochemical properties (first drip, flow rate, color, and pH) of the carrot-pineapple velva. Based on the results of the study, it was found that by using kappa-carrageenan with a concentration of 0.25%, 0.50%, 0.75% and 1% (w/w) produced the first drip at 132.67 - 420.83 seconds with flow rate 1.41-0.55 cm/seconds, color with parameters lightness 47.45-47.50, redness +9.97 - +10.52, yellowness +17.50 - +18.33, chroma 20.79-21.57, and °hue 58.39 – 60.73, and pH 4.53-4.59. An increase in the concentration of kappa-carrageenan produces a thicker velva, so it is necessary to examine its organoleptic properties further.