ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN DI PERUSAHAAN TIKTOKSHOP

Abstract

The development of e-commerce platforms like Tiktokshop demands an in-depth understanding of the factors that affect customer satisfaction. This study aims to identify and analyze the determinants of customer satisfaction in the context of Tiktokshop through a qualitative approach with case studies. The research method used purposive sampling with 20 respondents consisting of active users of Tiktokshop, applying data collection techniques through in-depth interviews, observations, and documentation. Data analysis was carried out using the Miles & Huberman interactive model which included data reduction, data presentation, and conclusion drawn. The results of the study show that five main factors affect customer satisfaction: service quality, user experience, product variety, price suitability, and transaction security systems. The findings reveal that Tiktokshop has strengths in user-friendly interfaces and product diversity, but still needs improvements in customer service response speed and product quality consistency. This research makes a theoretical and practical contribution in understanding the dynamics of customer satisfaction in modern e-commerce platforms, as well as providing strategic recommendations for improving service quality