Digital Engagement and Loyalty: The Role of Experience, Trust, and Perceived Value in Shopee’s Consumer Ecosystem

ENGLISH

Abstract

Abstract: This study aims to analyze the influence of Customer Experience, Trust, and Perceived Value on Customer Loyalty of Shopee users in Indonesia. The background of this study is based on the increasing competition in the e-commerce industry that requires platforms such as Shopee to retain customers through superior user experience strategies, trust, and relevant value offerings. This study uses a quantitative approach with a survey method distributed to 150 respondents who have actively shopped at Shopee in the last three months. The data analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0 software. The results of the study show that the three independent variables, namely Customer Experience, Trust, and Perceived Value, have a positive and significant effect on Customer Loyalty. Trust is the most dominant variable in forming customer loyalty, followed by Customer Experience and Perceived Value. All research constructs meet the validity and reliability tests, as well as discriminant validity, so that the model built is declared feasible for further analysis. These findings provide practical implications for e-commerce management to prioritize aspects of trust and user experience to increase customer retention in the long term.