PENGARUH PENGALAMAN BELANJA ONLINE DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN SHOPEE DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL

Abstract

This quantitative study examines the influence of online shopping experience and trust on Shopee customer loyalty, with customer satisfaction as a mediating variable. Data was collected from 200 active Shopee users through online questionnaires using a 5-point Likert scale. Analysis employed multiple linear regression and the Sobel test for mediation. The findings reveal that online shopping experience and trust significantly and positively affect customer satisfaction. Furthermore, customer satisfaction significantly influences customer loyalty. Importantly, customer satisfaction mediates the relationship between both online shopping experience and trust on customer loyalty. These results imply that Shopee must enhance user experience and build consumer trust to foster satisfaction, which in turn drives long-term customer loyalty in Indonesia's competitive e-commerce market.

 Keywords: Online Shopping Experience, Trust, Customer Satisfaction