Pengaruh Kemudahan Fitur dan Kepuasan Terhadap Loyalitas Pelanggan Kalangan Millennials di E-Commerce Shopee

Abstract

Technological developments have encouraged the growth of e-commerce as part of business activities, especially in Indonesia. This research aims to evaluate the influence of feature convenience and level of satisfaction on user loyalty, with a focus on the millennial generation as users of the Shopee platform. A quantitative approach was used in this research, with data obtained through questionnaires filled out by 100 active respondents. Data analysis was carried out using reliability testing and multiple linear regression methods, and operated using SPSS 27. The research results revealed that feature convenience and consumer satisfaction have a significant positive impact on customer loyalty, where the level of satisfaction has a greater influence than feature convenience. The regression model shows that an increase in these two independent variables can directly increase the dependent variable, namely customer loyalty. This study highlights the importance of providing easy-to-use features and high-quality service to create satisfaction and a fulfilling shopping experience.