<![CDATA[The rapid growth of e-commerce in Indonesia has significantly influenced consumer behavior, particularly among late adolescents aged 18–21 years. This study examines the dynamic factors affecting e-commerce preferences, including price, service quality, and customer loyalty, using Latent Growth Curve Modeling (LGCM). This method was chosen for its ability to analyze variable changes longitudinally, allowing the identification of growth patterns and factors influencing shifts in consumer behavior over time. Data were collected through an online survey involving 400 respondents over three time periods. The study’s findings reveal that price is the most stable variable (intercept 0.5302, slope 0.0811), whereas service quality (intercept 0.8127, slope -0.0285) and loyalty (intercept 0.8508, slope -0.0188) show slight declines. Innovation, functioning as a covariate, significantly affects the intercept of all variables, particularly loyalty, although its impact on growth rates varies. The model demonstrates a good fit, with RMSEA (0.0730), CFI (0.9844), and TLI (0.9402), confirming its validity. Visualizations indicate that loyalty evolves more dynamically than service quality, highlighting the crucial role of innovation in customer engagement. This study emphasizes the need for e-commerce platforms to prioritize innovation and service quality improvements to foster long-term loyalty. These findings provide valuable insights into consumer behavior dynamics and offer strategic recommendations for achieving competitive advantage in the digital marketplace.]]>
