In 2023, ShopeePay will rank fourth in frequency, namely 60% as the most widely used e-wallet in Indonesia. Users can experience the various benefits offered in the form of cashback, promos, as well as features and application usage flows that are easy to understand so that there are various influences on why consumers remain loyal to using ShopeePay. This research aims to determine the influence of promotions, user experience, and customer satisfaction on loyalty. The type of research method is quantitative with surveys via questionnaires. The sampling technique is purposive sampling with 100 criteria respondentsAll ShopeePay users are active with at least one transaction a month and have a registered account for at least one year. The data analysis techniques in this research are the classical assumption test, multiple linear regression test processed using SPSS Statistics 25, and hypothesis testing. The research results show that: 1) promotion partially influences loyalty, 2) user experience partially influences loyalty, 3) customer satisfaction influences loyalty.

Keywords: shopeepay, promotions, user experience, customer satisfaction