THE EFFECT OF LOYALTY PROGRAMS AND USAGE BEHAVIOUR ON CONSUMER LOYALTY THROUGH USAGE SATISFACTION AS A MEDIATING VARIABLE IN SHOPEEPAY FINTECH PRODUCTS
DOI:
https://doi.org/10.29244/jsshe.1.2.%25pKeywords:
Consumer loyalty, consumer satisfaction, loyalty program, ShopeePay, usage behaviorAbstract
This study aims to analyse the effect of loyalty programs and usage behaviour on consumer loyalty, with satisfaction as a mediating variable among ShopeePay users. The research approach used a quantitative method with a survey technique involving 213 active ShopeePay users in Indonesia. The data were analysed using structural equation modelling (SEM) with SmartPLS. The results show that loyalty programs have positive and significant effects on usage behaviour, satisfaction, and consumer loyalty. The Shopee Loyalty Reward Program has proven to be effective in increasing user interaction and satisfaction. Usage behaviour has the strongest influence on loyalty, whereas consumer satisfaction acts as the main mediator linking the influence of loyalty programs and usage behaviour on loyalty. The indirect effect of the loyalty program on loyalty through satisfaction was significant, but the dual path through usage behaviour and satisfaction was not. These findings emphasise the importance of satisfaction in building long-term loyalty and reinforce stimulus–organism–response (SOR) theory. Practical implications highlight the need for the personalisation of loyalty programs and improvement of the user experience to maintain ShopeePay consumer loyalty.
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