The Influence of Basic Service Experience on Customer Satisfaction through Moment of Truth, Focus on Result and Peace of Mind as Intervaining Variables in The Digital Era: An Empirical Study on Tik Tok Shop

Research Objectives: This study began with research related to the influence of basic service experience on customer satisfaction through moment of truth, focus on result, and peace of mind as intervening variables in the digital era. This study was conducted at TikTok Shop, one of the rapidly growing e-commerce platforms. Customer satisfaction is a key indicator of the success of a digital business. To increase customer satisfaction, companies focus on improving the basic service experience, creating memorable moments in customer interactions, and providing confidence and comfort in the online shopping process. Design / Methodology: Research data were collected from active TikTok Shop customers. The questionnaire used has been tested for validity and reliability, then model testing and hypothesis testing were carried out using SPSS. Research Findings: The findings show that moment of truth, focus on result, and peace of mind function as significant intervening variables between basic service experience and customer satisfaction. Basic service experience has a significant positive effect on the three variables, which in turn has an impact on increasing customer satisfaction. Among all variables, peace of mind has the greatest effect on customer satisfaction. The results of this study indicate the importance of e-commerce companies such as TikTok Shop to pay attention to the quality of the service experience they provide and create memorable interactions to strengthen long-term relationships with customers. The limitations of the study and future research are also discussed in this study.