MEMBANGUN LOYALITAS PENGGUNA SHOPEEPAY: PERAN KEMUDAHAN, MANFAAT DAN KEPERCAYAAN DALAM PENGGUNAAN SHOPEEPAY

Adoption of digital wallets has made user loyalty an important aspect for service providers. This study aims to examine the effects of Perceived Usefulness and Perceived Ease of Use on ShopeePay User Loyalty, with Trust serving as a mediating variable among university students in Semarang City. This study employed a quantitative approach with an explanatory research design through an online survey using a purposive sampling technique involving 171 respondents. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results indicate that Perceived Usefulness has a positive and significant effect on both Trust and User Loyalty, whereas Perceived Ease of Use has a positive and significant effect only on Trust. Furthermore, Trust has a positive and significant effect on User Loyalty and acts as a full mediator in the relationship between Perceived Ease of Use and User Loyalty, while serving as a partial mediator in the relationship between Perceived Usefulness and User Loyalty. These findings highlight that Trust plays a crucial role in strengthening ShopeePay user loyalty, while perceived usefulness enhances loyalty both directly and indirectly through trust.