EVALUASI KUALITAS PELAYANAN PADA TIKTOK SHOP TERHADAP KEPUASAN PELANGGAN MENGGUNAKAN METODE SERVQUAL

AYU RINA VIANA, - (2025) EVALUASI KUALITAS PELAYANAN PADA TIKTOK SHOP TERHADAP KEPUASAN PELANGGAN MENGGUNAKAN METODE SERVQUAL. Skripsi thesis, Universitas Islam Negeri Sultan Syarif Kasim Riau.

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Abstract

Aplikasi Tiktok Shop merupakan salah satu e-commerce terkini, dengan banyak keuntungan seperti live event, harga yang kompetitif. Tiktok Shop memiliki banyak kepentingan yang disukai masyarakat dan mudah digunakan, seperti seperti transaksi jual beli di tokonya. Namun, ada beberapa pelayanan pada Tiktok Shop yang kurang memuaskan, baik itu dari segi kualitas barang, maupun pelayanannya. Penelitian ini bertujuan untuk mengevaluasi kualitas pelayanan pada TikTok Shop dan dampaknya terhadap kepuasan pelanggan menggunakan metode SERVQUAL. Kualitas pelayanan diukur berdasarkan lima dimensi SERVQUAL: bukti fisik (tangibles), keandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), dan empati (empathy). Penelitian ini menggunakan 100 responden pelanggan media sosial Tiktok Shop. Menurut perhitungan indeks kepuasan konsumen (CSI) sebesar 13,97%, ketidakpuasan konsumen menunjukkan nilai antara 0 - 34,99 pada kriteria kepuasan konsumen. Kata Kunci: CSI, Kepuasan Pelanggan, Sevqual.

Item Type:

Thesis (Skripsi)

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