The purpose of this study was to analyze the effect of convenience, trust and promotion
on Shopee customer loyalty. This research uses quantitative methods, the sampling
technique is Non-Probability sampling, purposive sampling approach, the number of
samples is 100 respondents. The data analysis techniques used in this study are
descriptive analysis test, data instrument test, classical assumption test, multiple linear
regression test, model fit test, and hypothesis testing. This research uses an analytical
tool in the form of SPSS. Convenience has a significant negative effect on Shopee
customer loyalty. Trust has a positive and significant effect on Shopee customer loyalty.
Promotion has a positive and significant effect on Shopee customer loyalty.