Low entry barriers contributed to intense competition in the online business transaction sector. Service providers were facing increased rivalry due to the escalating velocity of e-commerce development in Indonesia and globally. Besides, It was crucial for Shopee's e-commerce services to guarantee customer trust through the provision of superior service to maintain loyal customers. Therefore, recommendation quality and transparency were needed to increase e-loyalty among Shopee consumers by fosterting trust. The research was conducted involving 110 Shopee customers, and the findings confirmed that all the hypotheses were accepted. The result indicated that recommendation quality and transparency has a positive and significant effect on e-loyalty. Additionally, recommendation quality and transparency has a positive and significant effect on trust. Furthermore, recommendation quality and tranparency influenced e-loyalty through trust. Therefore, long-term business survival requires that e-commerce adheres to and emphasizes the value of recommendations quality and transparency to cultivate customer trust and loyalty


recommendation quality; transfarency; trust; e-loyalty

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