Development of Customer Loyalty Measurement Application Using R Shiny with Structural Equation Model Partial Least Square Method, Customer Satisfaction Index, and Customer Loyalty Index

Abstract

One of Indonesia's well-known e-commerce platforms, Shopee, relies on information technology to run its business. The information technology used by Shopee is considered unable to meet customer satisfaction. Customer reviews are dissatisfied with the facilities provided by Shopee, and some customers compare Shopee with other e-commerce sites. The research contribution is the understanding that the proper use of information technology can positively impact customer experience, improve operational efficiency, and support business growth in the e-commerce industry. Research with a quantitative approach will build a website-based application as a statistical tool for data processing using R shiny so that the application results have high interactivity, dynamic visualization, and better explanation. The research will collect 100 data provided to customers who have transacted at Shopee and distributed through the telegram application, which is distributed to particular groups and channels for Shopee users. Data processing for this study will use the  Structural Equation Model Partial Least Square, Customer Satisfaction Index, Net Promoter Score, and Customer Loyalty Index. The study results show that electronic service quality and security seals positively and significantly affect customer satisfaction. Electronic service quality has a moderate effect on customer satisfaction, while electronic security seals have a slightly lower effect on customer satisfaction (t=5.584, p<0.001). Additionally, a significant correlation between customer loyalty and satisfaction was discovered (t=14.764, p=0.001). Research proves the need to improve service quality and security aspects to increase customer satisfaction on e-commerce platforms and the importance of maintaining customer satisfaction as a strategy to increase customer loyalty.