Abstract:
This study aims to identify the factors which influence customer loyalty toward Shopee
Paylater by using variable namely, customer satisfaction, brand image, and customer
trust. This study used quantitative research and distributed in the google form of the
questionnaire as the instrument tool with 20 questions. By using purposive sampling
technique, the questionnaire filled up by 209 users of Shopee Paylater which Milennials
Generation in Jakarta areas. The data collected were analyzed with the PLS-Structural
Equation Model with the software SmartPLS 3.2.2. The results of this study, that of the
four hypotheses proposed, one hypothesis were declared has a not-positive significant
influence (Customer Trust to Customer Loyalty), while the other three hypotheses were
stated positive significant influence and accepted.
