The Effect of Customer Satisfaction and Customer Trust on Customer Loyalty among Shopee Users in Indonesia

This study examines satisfaction, trust, and loyalty among Shopee users in Indonesia. A cross-sectional purposive survey of 221 respondents was analyzed using AMOS structural equation modeling. Satisfaction was positively associated with trust and loyalty, while trust was positively associated with loyalty. The standardized direct satisfaction–loyalty effect was 0.370 and the indirect effect through trust was 0.378, consistent with partial mediation. The model explained 73% of loyalty variance. However, low average variance extracted, failed discriminant validity, and concentration of respondents in Surabaya limit interpretation. The findings describe model-based associations rather than causal or nationally representative effects.