<![CDATA[In the competitive e-commerce landscape, a company's success depends not only on attracting new customers but also on retaining them by fostering Brand Loyalty. However, building Brand Loyalty is affect by factors such as Digital Experience and Brand Trust. This research goals to analyze the impact of Digital Experience on Brand Loyalty, mediated by Brand Trust, among Shopee users in Surabaya. A quantitative descriptive approach was employed, with the research population consisting of Shopee users in Surabaya. The determination of the research sample through a purposive sampling technique with the following criteria: 1) Users of the Shopee Platform for at least 1 month and 2) Have a registered Shopee account. Then, the determination of the number of samples through the Hair formula so that a sample of 130 Shopee Users in Surabaya was obtained. The research data collection method was through a questionnaire with PLS data analysis. The results of the study prove that Digital Experience and Brand Trust have a significant impact on Brand Loyalty of Shopee Indonesia Users. Digital Experience has a significant impact on Brand Trust of Shopee Indonesia Users. Then Digital Experience has a significant impact on Brand Loyalty through Brand Trust of Shopee Indonesia Users.]]>
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