Pengaruh Kualitas Pelayanan dan Customer Review Terhadap Kepuasan Pelanggan pada UMKM OctopusShop di TikTok Shop

Abstract

The rapid development of e-commerce and social commerce has encouraged Micro, Small, and Medium Enterprises (MSMEs) to improve service quality and manage customer reviews as part of strategies for enhancing customer satisfaction. This study aims to analyze the effect of service quality and customer reviews on customer satisfaction at OctopusShop MSME on TikTok Shop. The study employed a quantitative approach using descriptive and verification methods. Data were collected through a Likert-scale questionnaire administered to 100 respondents and analyzed using multiple linear regression with the assistance of SPSS version 16. The results indicate that service quality and customer reviews have positive and significant effects on customer satisfaction, with significance values of 0.012 and 0.001, respectively. The simultaneous test produced a significance value of less than 0.001, indicating that both variables jointly have a significant effect on customer satisfaction. The R Square value of 0.279 indicates that service quality and customer reviews explain 27.9% of the variation in customer satisfaction, while the remaining 72.1% is attributable to other factors outside the research model. These findings emphasize the importance of improving service quality and effectively managing customer reviews to strengthen customer satisfaction among MSMEs operating in the social commerce environment.