This study aims to determine the effect of website quality, guarantee and trust on
customer loyalty, a study of UMP students using the Shoppe application. The
research method used in this research is quantitative research methods. The
population in this study were all UMP students who used the Shopee application.
The sampling technique used in this study is a non-probability sampling
technique, namely a sampling technique that does not provide equal opportunities
for each element of the population to be selected as samples. The number of
samples in this study amounted to 110 people. The analytical method used in this
research is multiple linear regression analysis at a significance level of 95%. The
program used in analyzing data used the Statistical Package for Social Sciences
(SPSS) Ver 20.00. Based on the results of research partially and simultaneously
shows that the quality of the website, guarantee and trust affect customer loyalty
of Shopee application users at Muhammadiyah University of Purwokerto. The
magnitude of the influence of website quality, guarantee and trust on customer
loyalty is 41.8%.