The Influence of TikTok Shop Service Quality on Consumer Loyalty
Regarding Customer Satisfaction, Customer Trust, and Behavioral Intention
Helina Ananda Putri1, �Albari2
Universitas Islam Indonesia, DI. Yogyakarta,
Indonesia
[email protected]1, [email protected]2
|
Keywords |
Abstract |
|
TikTok Shop, Service
Quality, Customer Loyalty, Behavioral Intention, E-commerce |
Technological advancements and Internet
penetration have fundamentally changed the way consumers conduct purchasing
activities. This phenomenon marks a significant shift from conventional
shopping in physical stores to online shopping. This study aims to explore
how TikTok Shop's service quality affects customer loyalty and behavioral
intentions, specifically in the Yogyakarta and Central Kalimantan regions.
Using a linear regression approach and the coefficient of determination, this
study shows that TikTok Shop's service quality has a positive and significant
impact on customer loyalty, with a contribution of 74.6%. Factors such as
reliability, responsiveness, and accessibility are critical in shaping
positive consumer perceptions. In addition, customer trust, which is based on
consistent and transparent service quality, plays an important role, with a
contribution of 65.4% to customer satisfaction. In addition, this study also
found that TikTok Shop's service quality influenced customers' behavioral
intentions, including intentions to repurchase, recommend the platform to
others, and engage further. These findings emphasize the importance of TikTok
Shop to continuously improve its service quality to strengthen relationships
with customers and ensure sustainable business growth amid fierce e-commerce
competition. By understanding and responding to customer needs, TikTok Shop
has the potential to strengthen its position as an important player in the
dynamic e-commerce industry. |
Corresponding Author: Helina
Ananda Putri
Email: [email protected]
INTRODUCTION
In the last few decades, technological advances
and Internet penetration have fundamentally changed the way consumers carry out
purchasing activities (Febriyantoro & Arisandi, 2018). This phenomenon marks a
significant shift from conventional shopping in physical stores to online
shopping (Laipaka, 2021). This growth is driven by
increased internet connectivity and advances in information technology, which
enable faster and broader accessibility for consumers (Aulia et al., 2023). Researchers describe that this
transformation creates a new paradigm in the business environment, creating a
dynamic that allows consumers to easily access, evaluate, and compare products
and services from various brands without having to leave the comfort of their
homes (Lesmana, 2023).
The increasing growth of technology presents a new
style of purchasing products. The presence of social ecommerce as a place to
shop that is directly connected to social media provides a shopping experience
as well as social interaction. Social E-commerce is becoming a trend, and all
sellers are individuals who are connected to social media (Stephen &
Toubia, 2011). According to Liang and Turban (2011), in general, the difference
between e-commerce and social e-commerce is only the activities and
transactions via social media.
Accessibility via the Internet allows consumers to
conduct detailed searches, read product reviews, and compare prices from
multiple sellers quickly and efficiently. This gives consumers greater control
over their shopping experience as expectations for convenience and efficiency
increase. This paradigm shift also reflects the adoption of an increasingly
digitally connected lifestyle (Astuti & Muhafifah, 2023). With increasing reliance on
digital devices and internet connectivity, consumers are looking for shopping
experiences that are integrated with technology. This creates a massive
opportunity for social ecommerce platforms and online businesses to understand
and meet the needs of modern, increasingly connected consumers. Social
e-commerce platforms are the main pillars that support fundamental changes in
the way consumers shop.
Therefore, social ecommerce platforms not only
simplify the purchasing process but also empower consumers with more excellent
knowledge, increasing transparency and trust in the trading environment. TikTok
Shop has emerged as one of the e-commerce platforms that has stolen the
spotlight in recent years. The uniqueness of TikTok Shop lies in its
integration with the prevalent social media application TikTok. This concept
creates a new paradigm in the world of e-commerce, and this perspective is
supported by research conducted by researchers (Fathoni, 2018).
TikTok Shop's integration with TikTok creates a
more dynamic and socially connected shopping experience. TikTok, as a short
video-based social media platform, is known for its elements of creativity and
high social interaction. According to researchers, this integration takes
advantage of TikTok's unique characteristics to bring users to a more unique
and participating shopping experience (Erwin et al., 2023).
In line with the rapid growth of TikTok Shop, this
research's main objective is to investigate and understand in more depth the
influence of the quality of service provided by the platform on consumer
loyalty (Aisyah et al., 2022). Service quality, in the
context of this research, refers to various aspects such as ease of use, quick
response, and satisfactory interaction. This concept is based on the
understanding that these factors are vital in shaping consumer perceptions of
the quality of an e-commerce platform, as explained by researchers (Wulandari, 2023).
According to previous researchers, service quality
has a central role in shaping consumer perceptions of an online shopping
platform (Brusch et al., 2019). In this framework, the concept
of service quality includes elements such as ease of navigation, platform
responsiveness, and quality of interactions with customers. Classical theories
in the field of service, as put forward by researchers, state that service
quality can influence consumer loyalty or trust (Hidayatullah et al., 2022). According to
researchers, customer trust is all knowledge and conclusions made by customers
about an attribute, object, or its benefits (Bahrudin & Zuhro, 2016). Where the object can be a
company with all the attributes it has, the attributes here can be in the form
of service features offered by a marketplace. Trust in shopping can be formed
from good perceptions about something, learning, and experience in the form of
reviews from previous customers.
When customers have trusted a place to shop, they
are more likely to come back. According to researchers, revisit activity or
revisit intention is a description of the customer's behavior or desire to come
back, then provide positive word of mouth (WOM), stay for a longer time, and
carry out more activities than before (Wisandiko & Indarwati, 2021). When customers receive
performance services in the form of ease of use of features, attractive
appearance, and efficient use of time, customers can provide good reviews
regarding their shopping experience on the marketplace.
Currently, there has been a shift in the behavior
of e-commerce service users, such as in the Yogyakarta and Central Kalimantan
areas, in carrying out their shopping activities. Many customers have changed
their shopping style from in-person shopping to online shopping. This change in
attitude requires a sense of security and trust when carrying out transactions,
not face-to-face. Therefore, this research was conducted to analyze what
service quality should be required by customers to produce behavioral intention
in an online business. According to researchers, behavioral intention is a
description of customer behavior, such as making positive word-of-mouth about a
service or product to other people so that they have the intention to make
repeat purchases and form an attitude of loyalty towards the service or product
provider (Syafaruddin, 2016).
By paying attention to these conditions, this
research analyzes the quality of service required by users in Yogyakarta and
Central Kalimantan to meet their needs and desires. Next, how can a business
form a behavioral intention, repurchase intention, site revisit, and
word-of-mouth when customers use a service by considering its quality?
This research has significant theoretical benefits
with the potential to provide empirical evidence that strengthens the
relationship between service quality, loyalty, satisfaction, and customer trust
in shaping consumer behavior. These findings will support previous research and
add to existing literature regarding repurchase intention, site revisit, and
word-of-mouth. Apart from that, the practical benefit of this research is that
it provides guidance for e-commerce owners in designing appropriate marketing
strategies to increase consumer loyalty and trust, as well as influencing
consumer behavior among online service users (Indrasari, 2019).
This research aims to explain several things
related to the quality of TikTok Shop services and their impact on customers.
First, this research will reveal the positive influence of TikTok Shop service
quality on customer satisfaction. Next, we will also discuss the positive
influence of service quality on customer trust. Apart from that, this research
will explain the positive impact of TikTok Shop service quality on customer
behavioral intentions. Furthermore, we will also discuss the positive impact of
service quality, customer satisfaction, and customer trust on behavioral intention.
Finally, this research will explore the contribution of services from the
TikTok Shop platform to customer behavioral intentions, such as repurchase
intention, site revisit, and word-of-mouth. Thus, this research seeks to
provide a comprehensive understanding of the relationship between TikTok Shop
service quality and customer response.
RESEARCH
METHODS
The literature review study method used in this
data analysis involved identifying various data sources such as PubMed, Google
Scholar, ScienceDirect, and ResearchGate, with the selection of the keywords
"Artificial Intelligence", "Deep learning", and
"epidural hematoma". The inclusion criteria applied included
full-text articles published within the last ten years and related to the
research topic. After data collection, articles that fit the criteria were
selected, followed by content analysis to identify trends, patterns, and key
findings from previous studies. The analyzed data were then processed and
interpreted to be presented in a literature review report, which includes
information on data sources, methodology, analysis results, and interpretation
of findings, providing valuable insights into the research topic.
RESULTS AND
DISCUSSION
The development of TikTok Shop as e-commerce has
increased in recent years. Various types of sales, ranging from clothing and
food to equipment, are also promoted on this platform. Based on the exposure
previously explained and data that has been collected from consumers, the
following research results were obtained:
Hypothesis 1:
"Service
Quality Has a Positive Influence on Customer Satisfaction"
Simple Linear Regression Analysis
Table 1
Simple Linear Regression Test Results Hypothesis 1
|
Coefficients a |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
7,522 |
3,138 |
|
2,397 |
.017 |
|
Quality of Service |
,733 |
,029 |
,864 |
25,442 |
,000 |
|
|
a. Dependent Variable:
Customer Satisfaction |
||||||
Y = 7.522 + 0.733X + ε
Based on the
regression equation above, it can be explained as follows:
1.
A constant
value of 7.522 indicates that if the independent variable, namely Service
Quality (X), has a constant value or zero, then the Customer Satisfaction
Variable (Y) is 7.522.
2.
The
regression coefficient for the Service Quality (X) variable is positive at
0.733, which means there is a unidirectional relationship between the two
variables, thus indicating that for every 1 unit increase in Service Quality
(X), assuming the other variables are constant, the Customer Satisfaction
variable (Y) increases by 0.733.
Hypothesis test
a.
Partial Test (t-Test)
The following results
from the t-test are presented in the table below:
Significant value
H0: no effect
Ha1: influential
�
Prob < 0.05
then H0 is rejected, and H1 is accepted
�
Prob > 0.05, H0 is accepted, H1 is rejected
T value
�
T count > t
table, H0 is rejected
�
T count < t table, H0 is accepted
Table 2
Hypothesis 1 T-Test Results
|
Coefficients a |
|
|||
|
Model |
t |
Sig. |
||
|
1 |
(Constant) |
2,397 |
.017 |
|
|
Quality of Service |
25,442 |
,000 |
|
|
|
a. Dependent Variable:
Customer Satisfaction |
|
|||
Based on the table
above, it can be explained as follows:
N:
222
K:
1
Df
: nk = 222-1= 221
Table
= 1 .9707
The
Service Quality variable (X) has a probability value of 0.000 < 0.05 and a t
count of 25.442 > 1.9707, meaning that H0 is rejected and H1 is accepted.
Namely, the Service Quality variable (X) has a partially significant effect on
Customer Satisfaction (Y).
b. Coefficient of Determination
Table 2 Test Results for the
Determination Coefficient of Hypothesis 1
|
Model Summary b |
|||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
Durbin-Watson |
|
1 |
,864 a |
,746 |
,745 |
2.89951 |
2,060 |
|
a. Predictors:
(Constant), Quality of Service |
|||||
|
b. Dependent Variable:
Customer Satisfaction |
|||||
R-squared
value of 0.746 or 74.6 %. This indicates that the
independent variable in this research, namely Service Quality (X), contributes
to a significant influence on Customer Satisfaction (Y) of 74.6%, and other
variables explain the remaining 25.4%.
Hypothesis
2:
Service Quality Has a Positive Influence on Customer
Trust
Simple
Linear Regression Analysis
Table 3
Simple Linear Regression Test Results Hypothesis 2
|
Coefficients a |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
,690 |
2,148 |
|
,321 |
,748 |
|
Quality of Service |
,596 |
,020 |
,898 |
30,224 |
,000 |
|
|
a. Dependent Variable:
Customer Trust |
||||||
Y = 0.690 +
0.596X +
�������������� Based on
the regression equation above, it can be explained as follows:
1. A
constant value of 0.690 indicates that if
the independent variable, namely Service Quality (X), is constant or zero, then
the Customer Trust Variable (Y) is 0.690.
2. The
regression coefficient for the Service Quality (X) variable is positive at
0.596, which means there is a unidirectional relationship between the two
variables, so shows that for every 1 unit
increase in Service Quality (X), assuming other variables are constant, the
Customer Trust variable (Y) increases by 0.596.
Hypothesis test
a.
Partial Test (t-Test)
Table 4 Hypothesis 2 T-Test Results
|
Coefficients a |
|
|||
|
Model |
t |
Sig. |
||
|
1 |
(Constant) |
,321 |
,748 |
|
|
Quality of Service |
30,224 |
,000 |
|
|
|
a. Dependent Variable:
Customer Trust |
|
|||
Based on the table
above, it can be explained as follows:
N:
222
K:
1
Df
: nk = 222-1= 221
Table = 1 .9707
The Service Quality variable (X) has a
probability value of 0.000 < 0.05 and a t count of 30.224 > 1.9707,
meaning that H0 is rejected and H2 is accepted. Namely, the Service Quality
variable (X) has a partially significant effect on Customer Trust (Y).
b.
Coefficient
of Determination
Table 5 Test Results for the
Determination Coefficient of Hypothesis 2
|
Model Summary b |
|||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
Durbin-Watson |
|
1 |
,898 a |
,806 |
,805 |
1.98437 |
1,908 |
|
a. Predictors:
(Constant), Quality of Service |
|||||
|
b. Dependent Variable:
Customer Trust |
|||||
Based
on the obtained R-squared value of 0.806 or 80.6 %. This indicates that the
independent variable in this research, namely Service Quality (X), contributes
to a significant influence on Customer Trust (Y) of 80.6%, and other variables
explain the remaining 19.4%.
Hypothesis 3
"Trust Has a Positive Influence on Customer
Satisfaction"
Simple
Linear Regression Analysis
Table 6 Simple Linear Regression Test
Results Hypothesis 3
|
Coefficients a |
||||||
|
Model |
Unstandardized
Coefficients |
Standardized
Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
19,513 |
3,325 |
|
5,868 |
,000 |
|
Customer trust |
1,034 |
,051 |
,809 |
20,409 |
,000 |
|
|
a. Dependent Variable: Customer Satisfaction |
||||||
Y = 19.513 +
1.034X +
�������������� Based on
the regression equation above, it can be explained as follows:
1. A
constant value of 19.513 indicates that if
the independent variable, namely Customer Trust (X), is constant or zero, then
the Customer Satisfaction Variable (Y) is 19.513.
2. The
regression coefficient for the Customer Trust (X) variable is positive at
1.034, which means there is a unidirectional relationship between the two
variables, so shows that for every 1 unit
increase in Customer Trust (X), assuming other variables are constant, the
Customer Satisfaction variable (Y) increases by 1.034.
Hypothesis test
a. Partial
Test (t-Test)
Table 7 Hypothesis 3 T-Test Results
|
Coefficients a |
|
|||
|
Model |
t |
Sig. |
||
|
1 |
(Constant) |
5,868 |
,000 |
|
|
Customer trust |
20,409 |
,000 |
|
|
|
a. Dependent Variable: Customer Satisfaction |
|
|||
Based
on the table above, it can be explained as follows:
N:
222
K:
1
Df
: nk = 222-1= 221
Table
= 1 .9707
The
Customer Trust variable (X) has a probability value of 0.000 < 0.05 and t
count of 20.409 > 1.9707, meaning that H0 is rejected and H3 is accepted,
namely the Customer Trust variable (X) has a partially significant effect on
Customer Satisfaction (Y).
b. Coefficient of Determination
Table 8 Test Results for the
Determination Coefficient of Hypothesis 3
|
Model Summary b |
|||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the
Estimate |
Durbin-Watson |
|
1 |
,809 a |
,654 |
,653 |
3.38458 |
2,229 |
|
a. Predictors: (Constant), Customer Trust |
|||||
|
b. Dependent Variable: Customer Satisfaction |
|||||
Based
on the obtained R-squared value of 0.654 or 65.4 %. This indicates that the
independent variable in this research, namely Customer Trust (X), contributes
to a significant influence on Customer Satisfaction (Y) of 65.4%, and other
variables explain the remaining 34.6%.
Hypothesis
4
"Service
Quality Has a Positive Influence on Behavioral
Intention"
Simple
Linear Regression Analysis
Table 9 Simple Linear Regression Test
Results Hypothesis 4
|
Coefficients a |
||||||
|
Model |
Unstandardized
Coefficients |
Standardized
Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
3,445 |
1,536 |
|
2,243 |
.026 |
|
Quality of Service |
,169 |
.014 |
,628 |
11,981 |
,000 |
|
|
a. Dependent Variable: Behavioral Intention |
||||||
Y = 3.445 +
0.169X +
Based on the regression equation above, it can be explained
as follows:
1. A
constant value of 3.445 indicates that if
the independent variable, namely Service Quality (X), is constant or zero, then
the Behavioral Intention Variable (Y) is 3.445.
2. The
regression coefficient for the Service Quality variable (X) is positive at
0.169, which means there is a unidirectional relationship between the two
variables, so shows that for every 1 unit
increase in Service Quality (X), assuming other variables are constant, the
Behavioral Intention (Y) variable increases by 0.169.
Hypothesis test
a.
Partial Test (t-Test)
Table 10
Hypothesis 4 T-Test Results
|
Coefficients a |
|
|||
|
Model |
t |
Sig. |
||
|
1 |
(Constant) |
2,243 |
.026 |
|
|
Quality of Service |
11,981 |
,000 |
|
|
|
a. Dependent Variable: Behavioral Intention |
|
|||
Based
on the table above, it can be explained as follows:
N:
222
K:
1
Df
: nk = 222-1= 221
Table = 1 .9707
The
Service Quality variable (X) has a probability value of 0.000 < 0.05 and a t
count of 11.981 > 1.9707, meaning that H0 is rejected and H4 is accepted.
Namely, the Service Quality variable (X) has a partially significant effect on
Behavioral Intention (Y).
b.
Coefficient
of Determination
Table 11 Test Results for the
Determination Coefficient of Hypothesis 4
|
Model Summary b |
|||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the
Estimate |
Durbin-Watson |
|
1 |
.628 a |
,395 |
,392 |
1.41906 |
2,321 |
|
a. Predictors: (Constant), Quality of Service |
|||||
|
b. Dependent Variable: Behavioral Intention |
|||||
Based
on the obtained R-squared value of 0.395 or 39.5 %. This indicates that the
independent variable in this research, namely Service Quality (X), contributes
to a significant influence on Behavioral Intention (Y) of 39.5%, and other
variables explain the remaining 60.5%.
Hypothesis 5
"Customer Satisfaction Has a Positive Influence
on Behavioral Intention"
Simple
Linear Regression Analysis
Table 12 Simple Linear Regression Test
Results Hypothesis 5
|
Coefficients a |
||||||
|
Model |
Unstandardized
Coefficients |
Standardized
Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
3,138 |
1,376 |
|
2,280 |
.024 |
|
Customer satisfaction |
,214 |
.016 |
,676 |
13,595 |
,000 |
|
|
a. Dependent Variable: Behavioral Intention |
||||||
Y = 3.138 +
0.214X +
Based on the regression equation above, it can be explained
as follows:
1. A
constant value of 3.138 indicates that if
the independent variable, namely Customer Satisfaction (X), has a constant
value or zero, then the Behavioral Intention Variable (Y) is 3.138.
2. The
regression coefficient for the Customer Satisfaction variable (X) is positive
at 3.138, which means there is a unidirectional relationship between the two
variables, so shows that every time there is
an increase in Customer Satisfaction (X), 1 unit assuming other variables are
constant the Behavioral Intention variable (Y) increases by 3.138
Hypothesis test
a.
Partial Test (t-Test)
N:
222
K:
1
Df
: nk = 222-1= 221
Table = 1 .9707
Table 13 Hypothesis 5 T-Test Results
|
Coefficients a |
|
|||
|
Model |
t |
Sig. |
||
|
1 |
(Constant) |
2,280 |
.024 |
|
|
Customer satisfaction |
13,595 |
,000 |
|
|
|
a. Dependent Variable: Behavioral Intention |
|
|||
The
Customer Satisfaction variable (X) has a probability value of 0.000 < 0.05
and a t count of 13.595 > 1.9707, meaning that H0 is rejected and H5 is
accepted. Namely, the Customer Satisfaction variable (X) has a partially
significant effect on Behavioral Intention (Y).
b.
Coefficient
of Determination
Table 14 Test Results for the
Determination Coefficient of Hypothesis 5
|
Model Summary b |
|||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the
Estimate |
Durbin-Watson |
|
1 |
.676 a |
,457 |
,454 |
1.34475 |
2,045 |
|
a. Predictors: (Constant) Customer Satisfaction |
|||||
|
b. Dependent Variable: Behavioral Intention |
|||||
Based
on the obtained R-squared value of 0.457 or 45.7 %. This indicates that the
independent variable in this research, namely Customer Satisfaction (X),
contributes to a significant influence on Behavioral Intention (Y) of 45.7%,
and other variables explain the remaining 54.3%.
Hypothesis
6
"Customer
Trust Has a Positive Influence on Behavioral Intention"
Simple Linear Regression Analysis
Table 15
Simple Linear Regression Test Results Hypothesis 6
|
Coefficients a |
||||||
|
Model |
Unstandardized
Coefficients |
Standardized
Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
6,550 |
1,466 |
|
4,469 |
,000 |
|
Customer trust |
,233 |
,022 |
,575 |
10,437 |
,000 |
|
|
a. Dependent Variable: Behavioral Intention |
||||||
Y = 6.550 +
0.233X +
Based on the regression equation above, it can be explained
as follows:
1. A
constant value of 6.550 indicates that if
the independent variable, namely Customer Trust (X), is constant or zero, then
the Behavioral Intention Variable (Y) is 6.550.
2. The
regression coefficient for the Customer Trust (X) variable is positive at
0.233, which means there is a unidirectional relationship between the two
variables, so shows that for every 1 unit
increase in Customer Trust (X), assuming other variables are constant, the
Behavioral Intention variable (Y) increases by 0.233.
Hypothesis test
a.
Partial Test (t-Test)
N:
222
K:
1
Df
: nk = 222-1= 221
Table 16 Hypothesis 6 T-Test Results
|
Coefficients a |
|
|||
|
Model |
t |
Sig. |
||
|
1 |
(Constant) |
4,469 |
,000 |
|
|
Customer trust |
10,437 |
,000 |
|
|
|
a. Dependent Variable: Behavioral Intention |
|
|||
The
Customer Trust variable (X) has a probability value of 0.000 < 0.05 and a t
count of 10.437 > 1.9707, meaning that H0 is rejected and H6 is accepted.
Namely, the Customer Trust variable (X) has a partially significant effect on
Behavioral Intention (Y).
a.
Coefficient
of Determination
Table 17
Test Results for the Determination Coefficient of Hypothesis 6
|
Model Summary b |
|||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the
Estimate |
Durbin-Watson |
|
1 |
,575 a |
,331 |
,328 |
1.49182 |
2,266 |
|
a. Predictors: (Constant), Customer Trust |
|||||
|
b. Dependent Variable: Behavioral Intention |
|||||
Based
on the obtained R-squared value of 0.331 or 33.1 %. This indicates that the
independent variable in this research, namely Customer Trust (X), contributes
to a significant influence on Behavioral Intention (Y) of 33.1%, and other
variables explain the remaining 66.9%.
Based on the results of this research,
TikTok service quality has a positive and significant effect on consumer
loyalty. This is supported by the results of the hypothesis test, which shows
that the p-value for the relationship between service quality and consumer
loyalty is smaller than the significance value (α = 0.05 ). TikTok service
quality contributes 74.6 % to consumer satisfaction. This is in line with
previous research, which states that the services provided to customers will
provide customer satisfaction (Salsabila & Saidani, 2022).
This finding is also in line with customer satisfaction theory and customer
trust theory, which states that consumers who are satisfied with service
quality tend to be more loyal to the company (Tjiptono, 2022).
Furthermore, the service quality that
has the most influence on consumer loyalty is reliability, followed by
responsiveness, completeness, knowledge, and accessibility. This shows that it
is essential for TikTok to ensure that its services are reliable, responsive,
complete, easy to access, and supported by existing knowledge and skills.
Service quality also has a significant
influence on customer trust, with an influence contribution of 80.6 %. This
shows that customers will have more trust and confidence in a company or
platform if they feel that the service provided is of high quality. This
reflects the importance of integrity, transparency, and consistency in
providing services to customers.
The research results also reveal that
customer trust has a significant influence on customer satisfaction, with an
influence contribution of 65.4 %. This confirms that to achieve high levels of
satisfaction, and companies need to not only offer quality products or services
but also build and maintain customer trust. This trust can be built through
consistent service quality, responsiveness to problems, and effective
communication.
Apart from directly influencing
consumer loyalty, TikTok service quality also contributes to the formation of
customer behavioral intentions, especially repurchase intention, site revisit,
and word-of-mouth. Consumers who are satisfied with the quality of TikTok's
services tend to make repeat purchases, revisit the TikTok website, and
recommend TikTok to others. Service quality has a positive influence on
Behavioral Intention (Y), and this influence is statistically significant. The
influence contribution of 39.5% shows that almost 40% of the variations or
changes in behavioral intention can be explained by variations or changes in
service quality. This is in line with Zeithaml (2006), who stated that service
influences behavioral intention. That is, when the quality of services offered
by a company or platform improves, this encourages or motivates customers or
users to have stronger intentions to interact or behave further with the
company or platform. This could be a desire to continue using the service,
recommend it to others, or take other positive actions that are profitable for
the company.
Not only that, when customer
satisfaction levels increase, this will encourage or influence customers to have
a stronger intention to behave in a way that supports the company or platform.
In other words, the more satisfied a customer is with a product or service, the
more likely they are to have positive intentions to take certain actions, such
as repurchasing the product, recommending it to others, or interacting further
with the company (Canny, 2014).
The 45.7 % influence contribution shows
that almost half of the variation or change in behavioral intention can be
explained by the level of customer satisfaction. This is a strong indication
that customer satisfaction plays a vital role in shaping their behavioral
intentions. Therefore, to achieve higher business goals, companies must focus
on efforts to increase customer satisfaction. By ensuring that customers are
satisfied, companies not only maintain positive relationships with them but
also encourage them to behave in a positive manner, which can ultimately result
in business growth and sustainability.
Next is the existence of a positive
relationship between customer trust and behavioral intention. The influence
contribution of 33.1 % indicates that around one-third of the variation or
change in behavioral intention can be explained by the level of customer trust.
Although this contribution is slightly lower compared to customer satisfaction,
it still shows the importance of building and maintaining customer trust in
creating positive behavioral intentions (Ovidani & Hidayat, 2020).
Thus, it is essential to pay attention
to various service indicators that will be provided to customers, which will
have a positive and good impact on sellers. In this case, the quality of
service provided by TikTok Shop is considered reasonable by respondents
(consumers). Hence, the current quality needs to be maintained and highly
allows it to be improved.
CONCLUSION
Based on the results of research on the quality of TikTok Shop services,
several important conclusions can be drawn. First, research shows that service
quality has a significant influence on consumer loyalty, with a contribution
reaching 74.6 %. Aspects such as reliability, responsiveness, completeness,
knowledge, and accessibility stand out as the main factors influencing consumer
loyalty. Second, customer trust is proven to have a strong influence on
customer satisfaction, with a contribution of 65.4 %. This is based on
consistent, transparent, and responsive service quality. Third, service quality
also influences customer behavioral intentions, such as the intention to make
repeat purchases, recommend to others, and interact further with the platform.
Taking these findings into account, TikTok Shop must continue to prioritize
improving the quality of its services to ensure customer satisfaction and
trust. In doing so, platforms can build stronger relationships, increase
loyalty, and achieve long-term success in a competitive market.�
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