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The purpose of this study was to analyze the influence of price, promotion, trust, and service quality on consumer loyalty in using Shopee online store. The population of the study was students in 12 private higher education institutions. This study used purposive accidental sampling. This study used multiple regression analysis. The results of study showed that price, promotion, trust, and service quality simultaneously and significantly influenced consumer loyalty in using Shopee online store. Partially, price significantly influenced consumer loyalty, promotion significantly influence consumer loyalty, trust significantly influenced consumer loyalty, and service quality significantly influenced consumer loyalty in using Shopee online store.

Analysis of The Effect of Price, Promotion, Trust, Service Quality on Consumer Loyalty in Use of Shopee Online Store