Pengaruh Fitur Pengaduan di Shopee terhadap Loyalitas Konsumen: Studi pada Pengguna Aktif Shopee di Kota Surakarta

Nur Fitri Kurniasari (Duta Bangsa Surakarta)
Cahya Herdjona Kurniawan
Margaretha Evi Yuliana

Proceedings Law, Accounting, Business, Economics and Language (LABEL)
Vol. 2 No. 1 (2025): Pembangunan Berkelanjutan: Persepektif Ekonomi,Hukum, dan Komunikasi Dalam Bisn

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.