Pengaruh Promosi Dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswa di Malang Pengguna Aplikasi Shopee)

This study aims to determine how promotion and customer trust influence customer loyalty with customer satisfaction as an intervening variable (case study on students in Malang who use the Shopee application).This study uses an explanatory research type with a quantitative approach. The population in this study were students who use the Shopee application in Malang with a sample of 160 respondents. The data collection technique used was the purposive sampling technique. The data collection technique used the questionnaire method and the data measurement used was the Likert scale. The test instruments in the study were validity tests and reliability tests, and for data analysis tools using Partial Least Square (PLS) with the SEM (Structural Equation Modeling) analysis method. The results showed that Promotion and customer satisfaction had a positive and significant effect on customer loyalty while Customer Trust was not significant on customer loyalty in students who used the Shopee application in Malang. However, Customer Satisfaction does not mediate the relationship between customer trust and customer loyalty in students who use the Shopee application in Malang.).