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Vita Ratnasari
Jurusan Statistika Institut Teknologi Sepuluh Nopember
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Journal : Journal of Social Research

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Analysis of the Impact of UI/UX Elements on User Satisfaction and Loyalty In E-Commerce Platforms: An Empirical Study on the Tokopedia Platform Talmera, Annisa Triana; Wardhana, Mahendra; Ratnasari, Vita
Journal of Social Research Vol. 4 No. 8 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i7.2613

Abstract

The increasingly intense competition in Indonesia's e-commerce industry is compelling platforms like Tokopedia to shift from price war strategies to enhancing user experience to build long-term loyalty. This study aims to analyze the influence of User Interface (UI) and User Experience (UX) elements on User Satisfaction and User Loyalty on the Tokopedia platform. Specifically, this research also examines the mediating role of User Satisfaction in the relationship between UI/UX and User Loyalty. This research utilizes a quantitative approach with non-probability sampling through a purposive sampling technique. Data were collected via an online questionnaire distributed to 150 active Tokopedia users residing in the Jabodetabek area. The data analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software. The results indicate that User Interface (UI) and User Experience (UX) have a positive and significant effect on User Satisfaction. Subsequently, User Satisfaction is also proven to have a positive and significant effect on User Loyalty. However, the key finding of this research is the insignificance of the direct effects of UI and UX on User Loyalty. Further analysis confirms the role of User Satisfaction as a full mediation variable. This indicates that the entire influence of UI and UX on User Loyalty is fully channeled through User Satisfaction. This study concludes that satisfaction is a crucial strategic bridge that must be crossed to convert a good user experience into tangible customer loyalty. The implication for Tokopedia is that investments in UI/UX improvements will not be effective in increasing loyalty if they are not accompanied by strategies that ensure these features genuinely satisfy users first.
Co-Authors A. Tuti Rumiati Achmad Choiruddin Adatul Mukarohmah Affandi, Nuraga Isma Agnes Tuti Rumiati Almira Qattrunnada Qurratu'ain Ananda, Dwi Shinta Andrea Tri Rian Dani Anita Susanti Arif Khoirul Anam AVIANTHOLIB, IGAR CALVERIA Bachtiar, Raditya Fahmi Baredwan, Abdullah Husin Bastian, Endhy Bastian, Endhy Cinde Pristi Kurnia Merdiko Citto Pacama Fajrinia Clara Dewanti Dani, Andrea Tri Rian Deby Lolita Permatasari Dedy Dwi Prastyo Dwi Maumere Putra Eko Wahyu Wibowo Elika Tantri Eling Anindita, Raden Erma Oktania Permatasari Fachrian Bimantoro Putra Farid Achmadi Farony, Rivan Faurizal Limansyah Fauziyah, Meirinda Febriliani Masitoh Feni Ira Puspita, Feni Ira Fithriasari, Kartika Fitriana, Dewi Fuad Achmadi Gita Prestalita Halistin, Halistin Haryono Haryono Hesikumalasari Hesikumalasari Hitapriya Suprayitno, Hitapriya Husna Miratin Nuroini I Nyoman Budiantara I Putu Artama Wiguna Ida Nur Indah Sari Insan Amalia Mutfi Ismaini Zain Karimah, Aprilia Fitri Khaerun Nisa' Ludia Ni’matuzzahroh Made Ayu Dwi Octavanny Madu Ratna Mahendra Wardhana, Mahendra Marshiela, Jessie Reyna Maulidiah Nitivijaya Mokh. Suef Muhammad Aldani Zen NARITA YURI ADRIANINGSIH Ni'matuzzahroh, Ludia Nina Saraswati Nina Saraswati Nisa Andini Noer Aisyah Barlian, Noer Aisyah Novidianto, Raditya Nuroini, Husna Mir'atin Okka Kusumawati Asmoyo Permatasari, Erma Oktania Purhadi Purhadi Putra, Fachrian Bimantoro Qonita Qurrota A'yun R Sutjipto Reny Nadlifatin Retno Dewi Yulianti Rhifda Zukhrufi Ria Asih Aryani Soemitro Rifani Nur Sindy Setiawan Rizfanni Cahya Putri Rizky Amalia Yulianti Santi Puteri Rahayu Setiawan Setiawan Shofi Andari Sifriyani, Sifriyani Sitti Imaslihkah Suci Amalia Talmera, Annisa Triana Tandri Patih Taufiqotul Masrukha Tesha Nisva Tiza Ayu Virania Veniola Forestryani Vida Faiza Rochmah Wahyu Indri Astuti Wibawati Wibawati Winarni Kurniasari Yashintia Arien Epriliyanti Yollafie Asmara Yovita Liana Salsabila Yuanita Damayanti Zen, Muhammad Aldani