The Influence of TikTok Shop Service Quality on Consumer Loyalty Regarding Customer Satisfaction, Customer Trust, and Behavioral Intention

Abstract

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.