The role of user experience towards customer loyalty with mediating role of customer satisfaction at Shopee


  • Upayana Wiguna Saputra Politeknik Negeri Bali



User Experience, Customer Satisfaction, Customer Loyalty, Online Shopping, Marketplace


Based on data from Badan Pusat Statistika Provinsi Bali (2020) shows that there was an increase of 23.49% in online shopping activities during Covid-19 pandemic in Bali Province. However, the satisfaction and loyalty of Shopee users decreased in the first quarter of 2021. This can be seen from the many bad reviews from reviews on Google Play Store and App Store related to the use of applications that often an error. This study aims to determine the loyalty of Shopee users, where customer satisfaction is the determinant of the perceptions generated by users' experience. With both positive and negative results from users, it will make Shopee users make satisfy to repeat purchases, and eventually become loyal customers. This study used 155 respondents tested using the PLS-SEM as a data analysis method. The result found that user experience has no significant effect on customer loyalty. User experience has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty and also a partial mediation between user experience and customer loyalty. This study focused on the relationship between user experience, customer satisfaction, and loyalty.



Azhar, A., Faridl, R. S. D. W., Yusuf, R. T., Purwaningdyah, S. W. S., & Fatihah, T. (2021). Whether E- Service Quality and E-Trust Are Able to Influence E-Customer Loyalty Through E-Customer Satisfaction on E-Commerce Lazada in Bandung City. Psychology and Education, 58(1), 6324– 6330.

Brunn, P., Jensen, M., & Skovgaard, J. (2002). e-Marketplaces: Crafting A Winning Strategy. European Management Journal, 286–298.

Cristobal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17(3), 317–340.

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(4), 322–332.

Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41–55.

Lyna, & Prasetyo, S. I. (2021). Pengaruh Website Quality, Customer Experience , dan Service Quality Terhadap Loyalitas Pelanggan Online Shop Lazada di Kota Surakarta. INVEST?: Jurnal Inovasi Bisnis Dan Akuntansi, 2(1), 53–63.

McLean, G., Al-Nabhani, K., & Wilson, A. (2018). Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers. Journal of Business Research, 85(February 2017), 325–336.

Molinillo, S., Navarro-García, A., Anaya-Sánchez, R., & Japutra, A. (2020). The impact of affective and cognitive app experiences on loyalty towards retailers. Journal of Retailing and Consumer Services, 54.

Mulyono, H., Indonesia, M., & Helmi, S. (2018). e-CRM and Loyalty: A Mediation Effect of Customer Experience and Satisfaction in Online Transportation of Indonesia. Academic Journal of Economic Studies, 4(3), 96–105.

Pereira, D., Gusti, N., Giantari, K., & Sukaatmadja, I. P. G. (2016). Pengaruh Service Quality Terhadap Satisfaction Dan Customer Loyalty Koperasi Dadirah Di Dili Timor-Leste. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 3(5), 455–488.

Pramita, P. E. G. (2019). Effect of Experience in Building Satisfaction, Trust and Loyalty. Jurnal Aplikasi Manajemen, 17(1), 76–86.

Qadri, A. A., & Yeni, Y. H. (2021). Measuring Millennials Loyalty Through Affective and Cognitive Online Experience: Mediating Role of Customer Satisfaction. Jurnal Mantik, 5(3), 1833–1842.

Rachmawati, I., & Mohaidin, Z. (2019). Understanding User Experience, Satisfaction, And Loyalty of Telecommunication Service Providers in Indonesia. The European Proceedings of Social & Behavioural Sciences, 65,361–370.

Raia, M. (2017). Providing a better digital experience for employees. Strategic HR Review, 16(2), 71–75.

Ramadhani, M. D., Gde, T., & Sukawati, R. (2021). The role of customer satisfaction mediates the effect of service quality and quality of the website on repurchase intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(2), 570–579.

Rizan, M., Febrilia, I., Wibowo, A., & Pratiwi, R. D. R. (2020). Antecedents of Customer Loyalty: Study from the Indonesia’s Largest E-commerce. The Journal of Asian Finance, Economics and Business, 7(10), 283–293.

Usmed, D. C., Syafrizal, S., Alfitman, A., Yuliani, F., & Hidayat, T. (2021). Customer Loyalty Research: The Cases of Existing E-Commerce Platforms. Enrichment: Journal of Management, 12(1), 499– 504.

Yoon Y, Uysal M (2005) An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tour Manage 26(1), 45–56.

Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992.


Garrett, J. J. (2011). The Elements of User Experience: User-Centered Design for The Web and Beyond (2nd Ed.). Pearson Education.

Kotler, P., & Armstrong, G. (2012). Principles of marketing (Global Ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th Ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited. Laudon.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across The Firm (7th Ed.). McGraw-Hill Education.


APJII. (2020, February 12). Laporan Survei Internet APJII (Asosiasi Penyelenggara Internet) 2019 - 2020 (Q2).

App Annie. (2021, January 22). Top Apps Shopping on Google Play & App Store in Indonesia. App Annie.

Atarita, I. (2016, January 2). Meningkatkan Pengalaman Berbelanja Online. Wantendly.

Badan Pusat Statistika Provinsi Bali. (2020, January 4). Hasil Survei Sosial Demografi Dampak Covid-19 2020.

International Standarts Office (ISO). (2019, January 4). ISO 9241-210:2019(en) Ergonomics of human-system interaction—Part 210: Human-centred design for interactive systems. ISO.

iPrice. (2021, February 3). Peta E-Commerce Indonesia. IPrice Insight,

Statista. (2020, March 4). Breakdown of social media users by age and gender Indonesia 2020. Statista Research Department. age-gender/




How to Cite

Saputra UW. The role of user experience towards customer loyalty with mediating role of customer satisfaction at Shopee. REVENUE [Internet]. 2021Dec.31 [cited 2024Jul.16];2(2):104-13. Available from: