The Influence of Brand Image and Service Quality on Customer Loyalty in Shopee E-Commerce: A Case Study of Students in Yogyakarta
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Abstract
E-commerce competition in Indonesia has become increasingly intense with the emergence of new platforms such as TikTok Shop, which challenge Shopee’s market dominance. Shopee’s monthly visits increased by 10.6%, from 132 million to 147.7 million in April 2025. This study examines the influence of brand image and service quality on customer loyalty toward Shopee’s e-commerce platform among students in Yogyakarta. A quantitative approach was employed using a survey method, in which questionnaires were distributed to 120 students from the Faculty of Vocational Studies, Yogyakarta State University. The data were analyzed using multiple linear regression. The results indicate that brand image has a positive and significant effect on customer loyalty (t = 3.050; sig = 0.003). Similarly, service quality also exerts a positive and significant effect (t = 4.761; sig = 0.000). Collectively, both variables have a significant influence on customer loyalty (F = 35.256; sig = 0.000), contributing 36.5% to the model (Adjusted R² = 0.365). These findings highlight the importance of strengthening brand image and enhancing service quality to sustain customer loyalty.
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