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All Journal Proceedings Law, Accounting, Business, Economics and Language (LABEL)
Nur Fitri Kurniasari
Duta Bangsa Surakarta

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Pengaruh Fitur Pengaduan di Shopee terhadap Loyalitas Konsumen: Studi pada Pengguna Aktif Shopee di Kota Surakarta Nur Fitri Kurniasari; Cahya Herdjona Kurniawan; Margaretha Evi Yuliana
Proceedings Law, Accounting, Business, Economics and Language Vol. 2 No. 1 (2025): Pembangunan Berkelanjutan: Persepektif Ekonomi,Hukum, dan Komunikasi Dalam Bisn
Publisher : Universitas Duta Bangsa Surakarta

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Abstract

Shopee is one of the largest e?commerce platforms in Indonesia that continually strives to enhance its service quality, including through the implementation of a complaint feature. This study aims to analyze the effect of the complaint feature on Shopee customer loyalty. A quantitative approach was employed using a survey method and Structural Equation Modeling based on Partial Least Square (SEM?PLS) with the assistance of SmartPLS version 3 software. The sample consisted of 100 active Shopee users who had utilized the complaint feature. The findings indicate that the complaint feature has a positive and significant impact on customer loyalty. The better consumers perceive this feature, the higher their loyalty toward Shopee will be.
Co-Authors Cahya Herdjona Kurniawan Margaretha Evi Yuliana