This study aims to analyze and explain the influence of Digital Marketing and Online Customer Reviews on Customer Loyalty among Shopee marketplace users. The research employed a quantitative explanatory approach. The population consisted of Management Department students from the 2022 batch at Universitas Tribhuwana Tunggadewi Malang. A sample of 73 respondents was selected using a purposive sampling technique. Data were collected through questionnaires that had been tested for validity and reliability. The data analysis technique utilized multiple linear regression analysis performed with SPSS software. The results of the study have in
dicate that both partially and simultaneously, the Digital Marketing and Online Customer Review variables have a positive and significant influence on Customer Loyalty. The coefficient of determination test results showed that the independent variables in this study were able to explain 74.3% of the variance in customer loyalty, while the remaining 25.7% was influenced by other factors outside this research model. These findings imply that strengthening digital marketing strategies and managing credible customer reviews are key to building user loyalty amidst the competitive e-commerce industry.