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.