Evaluasi Kualitas Layanan Tiktok Shop Menggunakan Model Servqual Dan Dampaknya Terhadap Kepuasan Pengguna (Studi Kasus: Mahasiswa Fasilkom)
DOI:
https://doi.org/10.31849/esc70j65Abstract
This study aims to evaluate the service quality of TikTok Shop and analyze its influence on User Satisfaction among students of the Faculty of Computer Science at Universitas Lancang Kuning. A quantitative approach was employed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with five dimensions from the SERVQUAL model: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Data were collected from 90 respondents who were active undergraduate students from the 2021–2024 cohort and users of TikTok Shop. The results showed that only two variables, Tangibles and Assurance, had a significant influence on User Satisfaction, with T-statistic values of 3.037 (P-value = 0.002) and 2.232 (P-value = 0.026), respectively. Meanwhile, Empathy, Reliability, and Responsiveness were found to have no significant impact. The R-Square value of 0.696 indicates that 69.6% of the variation in User Satisfaction can be explained by the five SERVQUAL dimensions, while the Q-Square value of 0.631 confirms strong Predictive Relevance. These findings suggest that visual aspects and a sense of security are the most dominant factors influencing User Satisfaction with TikTok Shop among university students. This research provides recommendations for platform developers to focus on improving visual elements and security to enhance overall User Satisfaction.
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