<![CDATA[This study aims to analyze the effects of service quality, price perception, and promotion on customer loyalty toward the Shopee platform among Generation Z in Bekasi City. The study employed a descriptive quantitative method using a survey approach through questionnaires distributed to 105 respondents selected using purposive and accidental sampling techniques. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 27. The results indicate that service quality has a positive and significant effect on customer loyalty, with t = 3.566 and significance < 0.001. Price perception also has a positive and significant effect, with t = 2.702 and significance = 0.008. Meanwhile, promotion has a positive and significant effect on customer loyalty, with t = 2.167 and significance = 0.033. Simultaneously, service quality, price perception, and promotion have a significant effect on customer loyalty, with F = 35.333 and significance < 0.001. The adjusted R² value of 49.8% indicates that the three independent variables explain 49.8% of the variation in customer loyalty. These findings confirm that improving service quality, offering appropriate prices, and implementing effective promotional strategies play important roles in increasing Shopee customer loyalty among Generation Z in Bekasi City.]]>
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