<![CDATA[This study aims to analyze the effect of Country of Origin (COO) on the consumer loyalty of Generation Z in Malang through customer satisfaction on the Shopee platform. The changing digital trade landscape causes consumer loyalty, particularly among Generation Z, to be fluctuating, so that a platform’s popularity does not always guarantee long-term loyalty. This study used an associative quantitative approach with a sample of 100 Generation Z respondents who use Shopee and have purchased cross-border products, determined through purposive sampling. Data were collected through a questionnaire using a five-point Likert scale and analyzed using linear regression analysis and the Sobel Test with SPSS version 27. The results show that Country of Origin (COO) has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on consumer loyalty, while Country of Origin (COO) does not significantly affect consumer loyalty directly. Customer satisfaction is not yet able to significantly mediate the effect of Country of Origin (COO) on consumer loyalty. These findings indicate that Country of Origin (COO) plays a greater role in increasing customer satisfaction than in directly forming consumer loyalty.]]>
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