<![CDATA[This study aims to examine the influence of e-service quality on customer satisfaction among TikTok Shop users in Indonesia and to assess the moderating role of online shopping experience. The research employs a quantitative approach with purposive sampling involving 250 respondents residing in DKI Jakarta. Data were analyzed using Partial Least Squares (PLS) through SmartPLS version 4.1.0.0. The findings indicate that e-service quality, reflected through its six dimensions—responsiveness, credibility, ease of use, accessibility, assurance, and personalization—positively affects customer satisfaction. The moderation analysis further reveals that online shopping experience strengthens the relationships of responsiveness, ease of use, and accessibility with customer satisfaction. Conversely, it shows no moderating effect on credibility and assurance, and exhibits a negative moderating effect on the relationship between personalization and customer satisfaction. Penelitian ini bertujuan menganalisis pengaruh e-service quality terhadap customer satisfaction pada pengguna TikTok Shop Indonesia serta menguji peran online shopping experience sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 250 responden yang berdomisili di DKI Jakarta. Analisis data dilakukan menggunakan Partial Least Squares (PLS) melalui perangkat lunak SmartPLS versi 4.1.0.0. Temuan penelitian menunjukkan bahwa e-service quality, yang direfleksikan melalui enam dimensinya yaitu responsiveness, credibility, ease of use, accessibility, assurance, dan personalization, berpengaruh positif terhadap customer satisfaction. Hasil uji moderasi juga menunjukkan bahwa online shopping experience memperkuat hubungan responsiveness, ease of use, dan accessibility terhadap customer satisfaction. Sebaliknya, variabel moderasi ini tidak memengaruhi hubungan credibility dan assurance, serta menunjukkan efek negatif pada hubungan personalization terhadap customer satisfaction.]]>
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