ANALYSIS OF THE IMPACT OF CUSTOMER SERVICE QUALITY ON CUSTOMER SATISFACTION IN G2G.COM E-COMMERCE

The expansion of internet access has encouraged the growth of e-commerce to be one of the pillars of global economic change. Unlike physical stores, e-commerce relies on customer service (CS) as a company representative to answer questions, handle complaints, and provide solutions. This study aims to analyze the influence of customer service quality measured using five dimensions, namely Assurance, Empathy, Reliability, Responsiveness, and Tangibles on customer satisfaction on the e-commerce platform G2G.com (PT. Gamer to Gamer). This study employs a quantitative approach with both descriptive and causal methodologies. The research sample was determined by a simple random sampling approach, with a total of 68 respondents who were G2G.com customers who had interacted with G2G customer service. The data was analyzed using multiple regression tests after meeting the requirements of normality, heteroscedasticity, and multicollinearity. Multiple linear regression analysis revealed that overall service quality had a significant impact on customer satisfaction (F =47.755, p < 0.001). An adjusted R² value of 0.777 indicates that the model's independent variables account for 77.7% of the variation in customer satisfaction. The results of the study show that the improvement of Reliability and Empathy aspects in service delivery is the most dominant key factor in influencing customer satisfaction. Improvements in the reliability and empathy dimensions will significantly increase customer satisfaction. Meanwhile, the dimensions of tangible, responsiveness, and assurance, although included in the model, did not contribute significantly to the increase in customer satisfaction in this study. The implication of this study is that companies need to focus more on improving the reliability and empathy dimensions to increase customer satisfaction.