Building Customer Loyalty in E-commerce with User Experience and Interface Design while Adapting to AI Developments in FinTech

The rapid development of e-commerce in Indonesia has required various platforms to increase customer satisfaction and loyalty in order to compete. UI/UX design is an aspect that affects these two things. This research includes testing how system quality, information quality, and service quality in UI/UX affect customer satisfaction, and how satisfaction and trust can influence customer loyalty on Indonesian e-commerce platforms. The DeLone & McLean model is the reference in this research. Data from 453 active e-commerce users in Indonesia were collected using a purposive sampling technique created using Google Forms. The analysis was performed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The outcome of this study shows that system quality, information quality, and service quality significantly enhance customer satisfaction. In addition, customer satisfaction and trust have a positive influence on customer loyalty. Hence, a well-designed, trustworthy, and easy-to-use interface plays an important role in loyalty. Focusing on UI/UX quality and building trust is an effective way for e-commerce platforms to increase customer satisfaction and loyalty in the competitive Indonesian market. This study also emphasizes the growing role of Artificial Intelligence (AI) in supporting FinTech services that are increasingly integrated into e-commerce platforms.印度尼西亚电子商务的迅猛发展，促使各电商平台竞相提升顾客满意度与顾客忠诚度，以在市场竞争中脱颖而出。用户界面与用户体验（UI/UX）设计正是影响这两大核心目标的关键维度。本研究旨在探究UI/UX框架下的系统质量、信息质量与服务质量对顾客满意度的影响路径，以及顾客满意度与信任度如何作用于印尼电商平台的顾客忠诚度。本研究以德莱恩-麦克林模型（DeLone & McLean Model）为理论参照框架。本研究采用目的抽样法（purposive sampling），通过谷歌表单（Google Forms）收集了453名印尼活跃电商用户的有效调研数据。分析过程采用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling, PLS-SEM）开展。研究结果表明，系统质量、信息质量与服务质量均能显著正向提升顾客满意度；此外，顾客满意度与信任度对顾客忠诚度亦存在显著正向影响。由此可见，设计精良、值得信赖且操作便捷的用户界面，对提升顾客忠诚度具有重要作用。在竞争激烈的印尼电商市场中，聚焦UI/UX质量建设与用户信任构建，是提升顾客满意度与忠诚度的有效路径。本研究同时强调了人工智能（Artificial Intelligence, AI）在支撑日益深度融合于电商平台的金融科技（FinTech）服务中所发挥的愈发重要的作用。