Abstract

This study aims to analyze the determinant factors of online shopping loyalty for cosmetic products in the Lazada market place, how the Shopping Experience and Customer Satisfaction factors will have an impact on increasing online shopping customer loyalty. The number of samples taken in this study were 200 people. The sampling technique used for data collection was done by convenience sampling technique. From these findings, it can be seen that all the hypotheses proven in this study are accepted. The mediating role of customer satisfaction on the effect of customer experience on customer loyalty also has a significant influence. In the moderation test of the two hypotheses tested, only one is significant, namely the moderating role of Personality Traits on the influence of Customer Satisfaction on Customer Loyalty. While the hypothesis of the moderating role of Personality Traits on the influence of Customer Experience on Customer Loyalty. In contrast to previous studies that have not specifically discussed the behavior of the millennial generation in making online purchases in the cosmetic product category, this study specifically conducted research by taking respondents only from the millennial generation.