Revisiting Promotion and Trust Mechanisms in E-Commerce Loyalty: Evidence from Universitas Terbuka Students

Intensifying competition among e-commerce platforms requires firms to strengthen customer retention through effective marketing strategies and trust building mechanisms. In Indonesia, Shopee recorded the highest number of website visits in 2023, driven by aggressive promotions such as vouchers, cash on delivery, and flash sale discounts. Beyond promotional appeal, consumer trust is essential in reducing perceived risk and sustaining long term relationships. This study examines the effects of promotion and consumer trust on customer satisfaction and their subsequent impact on customer loyalty toward Shopee among undergraduate students at Universitas Terbuka Purwodadi. A quantitative approach was employed using path analysis with multiple linear regression. Data were collected from primary and secondary sources, with 100 respondents. The results indicate that promotion and consumer trust simultaneously and partially explain 69.9% of the variance in customer satisfaction, with consumer trust exerting the strongest influence on customer satisfactio, followed by promotion. Furthermore, promotion, consumer trust, and customer satisfaction together account for 77.3% of the variance in customer loyalty. These findings demonstrate that effective promotional strategies and strong consumer trust significantly enhance customer satisfaction, which in turn strengthens customer loyalty. The study underscores the importance for e-commerce platforms of integrating competitive promotions with trust-building practices to improve customer experience and sustain loyalty in highly competitive digital markets.