PENGARUH CUSTOMER EXPERIENCE DAN DIGITAL SERVICE QUALITY TERHADAP LOYALITAS KONSUMEN MELALUI CUSTOMER SATISFACTION PADA TIKTOK SHOP
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Customer Experience dan Digital Service Quality terhadap Loyalitas Konsumen melalui mediasi Customer Satisfaction pada platform TikTok Shop. Pendekatan penelitian ini bersifat kuantitatif dengan pengambilan sampel menggunakan teknik purposive sampling dan pengumpulan data melalui kuesioner kepada pengguna aktif TikTok Shop. Data dianalisis menggunakan analisis jalur untuk menguji hubungan sebab‑akibat antar variabel penelitian. Hasil penelitian menunjukkan bahwa Customer Experience dan Digital Service Quality berpengaruh positif terhadap Customer Satisfaction dan Loyalitas Konsumen, dan Customer Satisfaction terbukti memediasi hubungan antara variabel eksogen dengan Loyalitas Konsumen. Temuan ini menunjukkan bahwa pengalaman konsumen dan kualitas layanan digital merupakan faktor penting dalam meningkatkan kepuasan serta loyalitas pelanggan di social commerce.
Kata kunci: Customer Experience, Digital Service Quality, Customer Satisfaction, Customer Loyalty, TikTok Shop
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References
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