Pengaruh Kepercayaan dan Kepuasan Konsumen terhadap Loyalitas pada Situs Belanja Online di Platform Shopee

Abstract

This study aims to analyze the effect of satisfaction and trust on loyalty of Shopee online shopping platform users. In an era of increasingly advanced technology, online shopping has become an important habit for many individuals, and companies must pay attention to the factors that influence purchasing decisions and consumer loyalty. This study uses a quantitative approach with a descriptive and causal design, involving 78 Shopee consumers as samples. Data analysis was carried out using SPSS version 27 with reliability tests, multiple linear regression, and F and T tests to test simultaneous and partial effects. The results of the study indicate that simultaneously, satisfaction and trust have a significant effect on Shopee user loyalty. However, partially, only satisfaction has a significant effect on loyalty, while trust has no significant effect. The regression model shows that 29.8% of the variation in loyalty can be explained by the combination of satisfaction and trust. This study suggests that companies should focus more on improving customer satisfaction to increase loyalty, while the role of trust in this context is proven to be weaker.