<![CDATA[This study examines the impact of E-Service Quality and User Trust on long-term customer loyalty within the Shopee marketplace ecosystem in Indonesia. Using a quantitative explanatory approach, data were collected from 218 Generation Z respondents through structured online questionnaires. The analysis was conducted using multiple linear regression and path analysis with SPSS. The findings reveal that E-Service Quality has a positive and significant effect on long-term loyalty, while User Trust demonstrates a stronger and more dominant influence. Simultaneously, both variables significantly contribute to customer loyalty, explaining 63.9% of its variance. These results highlight that technical service performance alone is insufficient without building strong user trust. Therefore, enhancing system reliability, security, and transparency is essential for sustaining long-term customer relationships. This study provides both theoretical and practical contributions to digital marketing strategies in e-commerce platforms.]]>
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