The Role of Satisfaction in Mediating the Influence of Trust and Experience on Loyalty (Study on Hanasui Brand Cosmetics Customers on Shopee)

Risnawati; Anik Lestari Andjarwati

Authors

Risnawati Universitas Negeri Surabaya Author
Anik Lestari Andjarwati Universitas Negeri Surabaya Author

Keywords:

Trust, Experience, Satisfaction, Loyalty, SEM-PLS

Abstract

The growth of digital technology in Indonesia has increased the use of e-commerce, particularly in purchasing cosmetic products online. Shopee is one of the most widely used marketplace s, creating intense competition among brands, including Hanasui. In this context, customer loyalty is influenced by trust and experience, with satisfaction acting as a mediating variable. This study aims to analyze the effect of trust and experience on customer loyalty through satisfaction for Hanasui products on Shopee. The sample consists of 206 respondents analyzed using SEM-PLS with SmartPLS 4. The results show that trust and experience have a positive and significant effect on satisfaction and loyalty, with experience being the most dominant variable. Furthermore, satisfaction significantly affects loyalty and mediates the relationship between trust and experience on customer loyalty.

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