PENGARUH E-COMMERCE DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN PADA UMKM CV BAMS BERKAH BERJAYA DI SIDOARJO

This study aims to analyze the influence of e-commerce utilization and consumer satisfaction on consumer loyalty at CV Bams Berkah Berjaya. This study uses a descriptive qualitative approach with secondary data in the form of customer reviews on the official Shopee store. Data were analyzed using thematic analysis by identifying, grouping, and interpreting recurring themes related to product quality, service, delivery, satisfaction, and indications of consumer loyalty. The findings indicate that ease of access and transactions through e-commerce, as well as satisfaction with product quality, service, and delivery, are associated with positive consumer responses and the tendency to make repeat purchases and provide recommendations. Keywords: E-commerce, consumer satisfaction, consumer loyalty, thematic analysis, UMKM.