THE EFFECT OF FLEXIBILITY, INTERACTIVITY, AND PERCEIVED VALUE ON SATISFACTION LEVEL AND LOYALTY OF E-COMMERCE CUSTOMER. CASE STUDY ON E-COMMERCE CUSTOMER OF SHOPEE

The purposes of this research are (1) to analyse the effect of Flexibility, Interactivity and Perceived Value on satisfaction level, (2) to analyse the effect of Flexibility, Interactivity and Perceived Value on Loyalty, and (3) to analyse the effect of satisfaction level on loyalty. The research variables are flexibility, interactivity, perceived value, satisfaction level and loyalty. The research respondent is the S-1 students of economic faculty of Pamulang University who are the customer of Shopee. There are 100 samples that been used in this research. Structural Equation Modelling-Partial Least Square (SEM- PLS) will be applied to analyse the data research. The results are (1) flexibility has significant and positive effect on perceived value, (2) interactivity has significant and positive effect on perceived value, (3) perceived value has significant and positive effect on satisfaction level, (4) satisfaction level has significant and positive effect on loyalty. Keywords: Flexibility, Interactivity, Perceived Value, Satisfaction Level, Loyalt