Click, Add to Cart, and Checkout: Unpacking E-Commerce Features Driving Loyalty among Online Users in Cauayan City, Isabela

This study explored the influence of e-commerce platform features on buyer loyalty and commitment, focusing on key elements such as perceived security, product categories, customer preferences, delivery performance, and information quality. Conducted among 65 online financial management students at Isabela State University, Cauayan City, using purposive sampling, the research employed a descriptive survey method with a structured questionnaire as the primary data collection tool. Findings reveal that customer satisfaction plays a crucial role in fostering consumer loyalty, particularly regarding platform usability and the reliability of delivery services. Additionally, the accuracy and timeliness of product information significantly enhance user trust and overall experience. Despite generally positive feedback, the study highlighted areas for improvement, particularly in product display and categorization. Overall, the results underscore the importance of a seamless and secure online shopping experience, characterized by efficient delivery, clear communication, and strong safety protocols, in building and sustaining consumer trust and loyalty in the e-commerce sector.