Pengaruh E-Service Quality terhadap Customer Satisfaction pada Tiktok Shop Indonesia di Jakarta dengan Online Shopping Experience sebagai Variabel Moderasi

Syahda, Talitha (2025) Pengaruh E-Service Quality terhadap Customer Satisfaction pada Tiktok Shop Indonesia di Jakarta dengan Online Shopping Experience sebagai Variabel Moderasi. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to analyze the effect of E-Service Quality on Customer Satisfaction in TikTok Shop Indonesia with Online Shopping Experience as a moderating variable. The research adopts a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) processed through SmartPLS 4. Data were collected from 250 respondents who had made at least one purchase on TikTok Shop within the last month. EService Quality was measured through six dimensions: Responsiveness, Credibility, Ease of Use, Accessibility, Assurance, and Personalisation, while Online Shopping Experience was
used as a moderating variable. The results show that all six dimensions of E-Service Quality have a positive and significant effect on Customer Satisfaction. Furthermore, Online Shopping Experience significantly strengthens the relationship between Responsiveness, Ease of Use, and Accessibility toward Customer Satisfaction. However, it does not moderate the relationship between Credibility and Assurance, and it negatively moderates the effect of Personalisation on Customer Satisfaction. The R² value of 0.865 indicates that the model explains 86.5% of the variance in Customer Satisfaction, suggesting a strong model fit. The findings confirm that improving technical service quality dimensions enhances customer satisfaction, while the moderating role of Online Shopping Experience emphasizes the importance of interactive and user-friendly features in online retail platforms. This study contributes both theoretically and practically by expanding the understanding of digital service quality factors that shape consumer satisfaction in social commerce contexts such as TikTok Shop Indonesia.

Keywords: E-Service Quality, Customer Satisfaction, Online Shopping Experience, TikTok Shop, PLS-SEM

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Prof. Dr. Haris Maupa, S.E., M.Si
Uncontrolled Keywords:	Keywords: E-Service Quality, Customer Satisfaction, Online Shopping Experience, TikTok Shop, PLS-SEM
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	07 May 2026 07:54
Last Modified:	07 May 2026 07:54
URI:	https://repository.untar.ac.id/id/eprint/49174

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