PENGARUH CUSTOMER EXPECTATION DAN SERVICE RECOVERY TERHADAP LOYALITAS DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA TIKTOK SHOP BY TOKOPEDIA DALAM PERSEPEKTIF ETIKA BISNIS ISLAM

NURUL, NURROHMAH (2026) PENGARUH CUSTOMER EXPECTATION DAN SERVICE RECOVERY TERHADAP LOYALITAS DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA TIKTOK SHOP BY TOKOPEDIA DALAM PERSEPEKTIF ETIKA BISNIS ISLAM. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Pesatnya digitalisasi di era pasca pandemi telah mentransformasi pola konsumsi masyarakat, terutama di kalangan Generasi Z sebagai pengguna utama social commerce. Sebagai platform dominan, TikTok Shop By Tokopedia kerap menghadapi tantangan terkait kegagalan layanan, seperti diskrepansi produk hingga problematika pengembalian dana (refund), yang berdampak langsung pada tingkat loyalitas pengguna. Penelitian ini bertujuan untuk mengetahui pengaruh customer expectation dan service recovery terhadap loyalitas dengan customer satisfaction sebagai variabel mediasi pada TikTok Shop By Tokopedia dalam perspektif etika bisnis Islam (Studi pada Generasi Z pengguna TikTok Shop By Tokopedia di Bandar Lampung). Penelitian ini menggunakan pendekatan kuantitatif dengan pemodelan Partial Least Square (PLS). Populasi penelitian ini yaitu Generasi Z di Bandar Lampung dengan melibatkan 96 responden yang merupakan pengguna aktif TikTok Shop By Tokopedia yang dipilih melalui teknik non-probability sampling. Data dikumpulkan menggunakan kuesioner digital dan dianalisis dengan perangkat lunak SmartPLS untuk menguji hubungan antar variabel dalam model penelitian Hasil penelitian menunjukkan bahwa customer expectation berpengaruh signifikan terhadap customer satisfaction, namun tidak berpengaruh langsung terhadap loyalitas. Sementara itu, service recovery berpengaruh positif dan signifikan terhadap customer satisfaction dan loyalitas. Selain itu, customer satisfaction terbukti memediasi hubungan antara customer expectation dan service recovery terhadap loyalitas. Dari perspektif etika bisnis Islam,2 praktik customer expectation dan service recovery yang efektif mencerminkan prinsip kejujuran (ṣidq), keadilan ('adl), dan amanah dalam muamalah, melalui transparansi informasi, kecepatan penanganan keluhan, serta pemenuhan hak konsumen secara adil. ABSTRACT The rapid pace of digitalization in the post-pandemic era has transformed consumer behavior, particularly among Generation Z, who are the primary users of social commerce. As a dominant platform, TikTok Shop by Tokopedia frequently faces challenges related to service failures, such as product discrepancies and refund issues, which directly impact user loyalty. This study aims to examine the influence of customer expectations and service recovery on loyalty, with customer satisfaction as a mediating variable, on TikTok Shop by Tokopedia from an Islamic business ethics perspective (A Study of Generation Z Users of TikTok Shop by Tokopedia in Bandar Lampung). This study employs a quantitative approach using Partial Least Squares (PLS) modeling. The study population consists of Generation Z in Bandar Lampung, involving 96 respondents who are active users of TikTok Shop by Tokopedia, selected through nonprobability sampling. Data were collected using a digital questionnaire and analyzed using SmartPLS software to test the relationships among variables in the research model.3 The results of the study indicate that customer expectations have a significant effect on customer satisfaction but do not have a direct effect on loyalty. Meanwhile, service recovery has a positive and significant effect on both customer satisfaction and loyalty. Furthermore, customer satisfaction was found to mediate the relationship between customer expectations and service recovery on loyalty. From the perspective of Islamic business ethics, effective practices of customer expectations and service recovery reflect the principles of honesty (ṣidq), justice ('adl), and trustworthiness in business dealings, through information transparency, prompt complaint resolution, and the fair fulfillment of consumer rights.

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