Pengaruh Kualitas Layanan dan Persepsi Risiko terhadap Loyalitas Pelanggan Belanja Online pada Platform Tiktok Shop

Akmal Maulana; Isyana Rahayu

doi:10.30640/digital.v5i2.6419

Authors

Akmal Maulana Universitas Cipasung Tasikmalaya
Isyana Rahayu Universitas Cipasung Tasikmalaya

DOI:

https://doi.org/10.30640/digital.v5i2.6419

Keywords:

Customer Loyalty, Perceived Risk, Service Quality, Social Commerce, TikTok Shop

Abstract

This research aims to analyze the influence of service quality and perceived risk on online shopping customer loyalty on the TikTok Shop platform, with a case study on users in Tasikmalaya Regency. Along with the rapid development of social commerce, customer loyalty has become a crucial factor for the sustainability of digital platforms amidst intense competition. The research methodology used is a quantitative approach with descriptive-verificative methods. Data was collected by distributing questionnaires to 100 respondents who are TikTok Shop users in Tasikmalaya Regency using a purposive sampling technique. Data analysis techniques used include instrument testing (validity and reliability), classic assumption testing, and multiple linear regression analysis using IBM SPSS software. The partial research results show that: 1) Service Quality has a positive and significant effect on Customer Loyalty with a tcount of 29.557 > ttable 1.984 and a significance of 0.000. 2) Perceived Risk has a negative and significant effect on Customer Loyalty with a tcount of -3.762 > ttable 1.984 and a significance of 0.000. Simultaneously, these two variables significantly influence customer loyalty with a contribution value (R Square) of 91.1%, while the remaining 8.9% is influenced by other variables not examined in this research. The implications of this research emphasize the importance for platform managers and sellers to continuously improve service standards and minimize transaction risks to maintain customer loyalty in the digital era.

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