Unlocking Customer Loyalty: A Study of User Experience in Tokopedia

As competition in the e-commerce market continues to heat up, companies are turning their attention to the key factors that influence customer loyalty. One of these factors is the quality of an app's user interface (UI), which can greatly impact the user experience and ultimately, customer loyalty. In this study, we sought to investigate the relationship between UI and customer loyalty in the context of the Tokopedia application. The quantitative method is used in this study and the respondents are the Tokopedia users. There are a total of 117 respondents in this study. The data are analyzed using SEM-PLS. Our results showed that perceived usefulness, UI/UX, and transaction security have a significant and positive effect on customer satisfaction and customer satisfaction itself affects customer loyalty. Our findings contribute to the existing literature on UI and customer loyalty in the e-commerce industry.