The effect of promotions and consumer trust on customer loyalty through customer satisfaction of the shopee application (study on STIESIA students Surabaya)

Abstract

The research examines the effect ofpromotion and consumers’ trust on customers’ loyalty through customers’satisfaction ofShopee users. The research was quantitative, and the data collection technique used simple random sampling. The population is 100 students of STIESIA Surabaya. Additionally, the data analysis technique used the Partial Least Squares model. The research result concluded that both promotion and consumers’ trust had a positive and significant effect on customers’ satisfaction. Likewise, promotion as well as consumers’ trust had a positive and significant effect on customers’ satisfaction. On the other hand, customers’ satisfaction had a positive but insignificant effect. Furthermore, promotion through customers’ satisfaction had a positive but insignificant on customers’ loyalty. Similarly, consumers’ trust through customers’ satisfaction had a positive but insignificant effect on customers’ loyalty.