The purpose of this research is to analyze and test the factors that influence Shopee
user loyalty in Pekalongan City. These factors include word-of-mouth and brand
engagement. This research used a quantitative method with regression analysis. Data
were collected using an online questionnaire distributed to Shopee users in
Pekalongan City. A purposive sampling technique was used, involving 86
respondents who had previously made transactions on Shopee in Pekalongan City.
The data were analyzed using IBM SPSS version 25 and subjected to several tests,
including validity, reliability, classical assumption testing, multiple linear regression
analysis, and coefficient of determination testing. The results of this research indicate
that word-of-mouth and brand engagement significantly influence Shopee user
loyalty in Pekalongan City. The Influence of Word-of-Mouth and Brand Engagement
on Shopee User Loyalty in Pekalongan City, the higher the loyalty of Shopee users in
Pekalongan City.
Keywords: WOM, Brand Engagement, Loyalty, Shopee