Mediating Role Of Customer Experience Between E-Service Quality And Customer Satisfaction On TikTok Shop In Karawang

This study aims to examine the mediating role of Customer Experience in the relationship between E-Service Quality and Customer Satisfaction in the context of live shopping-based social commerce on TikTok Shop in Karawang Regency. This research employs a quantitative approach using a descriptive and verificative survey method. Data were collected from 160 respondents through a structured questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that e-service quality has a positive and significant effect on both customer experience and customer satisfaction, with the strongest influence observed on customer satisfaction. Customer experience also significantly affects customer satisfaction and acts as a partial mediating variable in the relationship between e-service quality and customer satisfaction. These findings suggest that digital service quality serves as the primary determinant of customer satisfaction, while customer experience functions as a reinforcing factor shaped through user interaction and engagement. This study contributes to the literature by providing empirical evidence in the context of social commerce, particularly live shopping platforms, and offers practical insights for improving service quality and customer interaction to enhance customer satisfaction.

Keywords: E-service quality, customer experience, customer satisfaction, social commerce, TikTok Shop