<![CDATA[The objective of this study is to examine the influence of promotion and service quality on customer loyalty through customer satisfaction in the context of Shopee e-commerce in Bekasi. The analysis in this research employs a quantitative approach using primary data. The testing stages include: evaluation of the measurement model (outer model), which covers convergent validity, discriminant validity, and reliability tests; and evaluation of the structural model (inner model), which encompasses R-Square and Q-Square tests, goodness-of-fit assessment, and hypothesis testing involving both direct and indirect effects. Data were collected through questionnaires, resulting in 160 valid respondents. The sampling method used is non-probability sampling with a purposive sampling approach. The analytical tool applied in this study is Smart-PLS version 4.1.1.2. The findings reveal that promotion and service quality significantly affect customer satisfaction in Shopee e-commerce in Bekasi. Furthermore, promotion, service quality, and customer satisfaction collectively influence customer loyalty. Additionally, promotion and service quality contribute to customer loyalty through the mediating role of customer satisfaction.]]>
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