The Analysis of Factors That Can Affect Customer Retention of E-Commerce Users

This study aims to analyze factors that can affect customer retention of e-commerce users, in this study, the scope of research objects set by researchers in accordance with the problems to be studied is about the factors that affect customer retention of application users to use the application. This type of research is quantitative, the population in this study is the use of the Shopee application in Indonesia, the number of samples used in this study is 300 respondents with criteria, Active users of Shopee online applications / websites in Indonesia, Users who are over 17 years old and have made purchases at least 3 times. The data analysis technique used in this study is Structural Equation Modeling (SEM) based on Partial Least Square (PLS) which is processed with the help of Amos 26 software. Structural Equation Modeling (SEM) is a data analysis technique that tests the integration of factor analysis, structural models, and path analysis for a causal relationship.