The Effect of Consumer Trust, Consumer Satisfaction, And Ease of Use on Customer Loyalty in Online Shopping: A Study on Shopee Customers

Abstract

The growth of e-commerce has intensified competition among shopping platforms, making consumer loyalty essential for business sustainability. This study examined the effects of consumer trust, consumer satisfaction, and ease of use on the loyalty of Shopee consumers in Bantul, Yogyakarta. A quantitative approach was employed using a structured questionnaire distributed through WhatsApp. The sample consisted of 100 Shopee users aged 17 years or older who resided in Bantul and had purchased products through Shopee more than once. Respondents were selected using convenience sampling, and the variables were measured using a four-point Likert scale. Data were analyzed through validity and reliability tests, descriptive statistics, classical assumption tests, and multiple linear regression analysis. The findings showed that consumer trust had a positive and significant effect on consumer loyalty, while consumer satisfaction also had a positive and significant effect. Conversely, ease of use did not have a significant direct effect on consumer loyalty. Collectively, the three independent variables explained 42.7% of the variance in consumer loyalty. These results indicate that loyalty to Shopee is primarily strengthened by platform reliability, transparency, transaction security, and satisfying shopping experiences rather than application simplicity alone. Therefore, Shopee should prioritize transparent services, secure transactions, fulfillment of commitments, responsive customer support, and consistent service quality to strengthen customer loyalty.