The Effect Of Mobile Payment Trust And Mobile Promotion On Customer Loyalty Among E-Commerce Application Users In Indonesia

Abstract

This study aims to analyze the effect of mobile payment trust on customer loyalty among Shopee e-commerce users in Indonesia. The research employed a quantitative approach using a survey method. The population consisted of active Shopee users, and a sample of 97 respondents was determined based on Isaac’s table at a 95% confidence level. Respondents were selected through purposive sampling with the criteria of being at least 18 years old and having used Shopee for more than six months. Data were collected through an online questionnaire consisting of 18 indicators measured using a five-point Likert scale. The data were analyzed using simple linear regression. The results showed that mobile payment trust has a positive and significant effect on customer loyalty, with an R² value of 0.520 and a significance level of 0.000 (p < 0.05). This indicates that 52% of customer loyalty can be explained by mobile payment trust, while the remaining 48% is influenced by other factors not examined in this study. The findings suggest that users’ confidence, perceived security, and reliability of Shopee’s payment system play a crucial role in enhancing their loyalty toward the platform. This study contributes to the understanding of consumer behavior in mobile marketing and provides practical insights for e-commerce companies to strengthen customer retention through trustworthy and secure mobile payment systems.