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All Journal Multidisciplinary Indonesian Center Journal
Andri Catur Trissetianto
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THE INFLUENCE OF CUSTOMER SATISFACTION, CUSTOMER DELIGHT AND CUSTOMER TRUST ON CUSTOMER LOYALTY IN THE SHOPEE MARKETPLACE Mujito; Tika Kartika Asri; Wawan Hari Subagyo; Eidelweijs Andririnjani Putri; Andri Catur Trissetianto
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2044

Abstract

This study aims to analyze the influence of Customer Satisfaction, Customer Delight, and Customer Trust on customer loyalty in the Shopee marketplace. A quantitative approach was employed with data collected through questionnaires to active Shopee users. Multiple linear regression results show that the three independent variables simultaneously have a significant effect on customer loyalty, but only Customer Trust has a significant partial effect. The Adjusted R Square indicates that the independent variables explain approximately 41.4% of the variation in customer loyalty. These findings highlight the importance of building customer trust as a key strategy in maintaining loyalty on e-commerce platforms.
Co-Authors Eidelweijs Andririnjani Putri Mujito Tika Kartika Asri Wawan Hari Subagyo