PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN (Studi pada Pelanggan E-Commerce Shopee di Kota Malang)

This study aims to analyze the impact of promotion and product quality on customer loyalty on the Shopee e-commerce platform, with customer satisfaction as a mediating variable. A quantitative approach was employed using a survey method involving 100 active Shopee users in Malang City who have made at least two transactions. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) version 4.0. The results indicate that both promotion and product quality have a positive and significant effect on customer satisfaction, which in turn enhances customer loyalty. Additionally, customer satisfaction plays a mediating role that strengthens the relationship between promotion, product quality, and loyalty. These findings underscore the importance of promotional strategies and product quality improvement in maintaining customer loyalty in the digital era, as well as providing insights for e-commerce practitioners to formulate more effective policies.