THE FACTORS THAT AFFECT CUSTOMER LOYALTY IN SHOPEE ONLINE SHOP

Abstract

This research aims to examine the factors that influence customer loyalty, value of customer perception and customer satisfaction in Shopee Application user in Indonesia. There are three hypotheses tested in this research, namely (1) customer perception has positive effect on customer loyalty, (2) customer perception has positive effect on customer satisfaction, (3) customer satisfaction has positive effect on customer loyalty. This research took samples from Shopee application user in Indonesia using questionnaire on 200 samples. Hypothesis testing used Structural Equation Modeling customer perception had positive influence on customer satisfaction and customer loyalty. Customer satisfaction had positive influence on customer loyalty. It can be concluded that Shopee customer loyalty was influenced by customer perception and customer satisfaction.