PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER EXPERIENTIAL TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PENGGUNA SHOPEE DI KOTA MALANG)

This study aims to analyze the influence of customer experience and customer experiential on customer loyalty among Shopee e-commerce platform users in Malang City, with customer satisfaction as a mediating variable. This study employed a quantitative approach with an explanatory research design. The population consisted of Shopee users in Malang City, with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using the Partial Least Squares (PLS)-based Structural Equation Model (SEM) with SmartPLS 4.1.1.6. The results indicate that customer experience and customer experiential have a positive and significant effect on customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty. However, customer experience and customer experiential do not have a significant effect on customer satisfaction. Furthermore, customer satisfaction is unable to mediate the influence of customer experience and customer experiential on customer loyalty among Shopee users in Malang City. This study is expected to provide insights for e-commerce companies in improving customer experience quality to maintain customer loyalty.