Analysis of the Influence of Efficiency Factors, Requirement Fulfillment, System Accessibility, and Privacy in Establishing Customer Satisfaction and Customer Loyalty on Customer Shopee in Surabaya

With the development of era, there are more changes that occur in market, where name E-Commerce appears. understanding is a future transaction model, everything done online and eliminates face-to-face between sellers buyers. The industry e-commerce has grown very rapidly Indonesia. Some also have applications can be installed directly on cell phone. One Indonesia, which will discussed this research Shopee. In 2015, Shopee was first launched Singapore eventually expanded to other countries, including Indonesia purpose study determine effect efficiency, requirement fulfillment, system accessibility, privacy developing customer satisfaction loyalty .The expected benefits increase repertoire knowledge field management, especially how large influence for customers Surabaya. This causal. method used quantitative methods processing data using AMOS. Data collected by distributing questionnaires 123 respondents with characteristics male female aged 18-60 years, bought at shopee last six months. results showed efficiency regression coefficient 0.97 positive not significantly affect satisfaction; fulfillment 0.241, accessibility 0.402, 0.437, 0.003; 0.093, 0.013, 0.041, loyalty; 0.557 loyalty.