The advancement of digital technology has brought substantial changes to consumer behavior, especially through the rise of e-commerce platforms. Shopee, widely acknowledged Recognized as a dominant force in digital retail in Indonesia, continuously improves its digital service quality and builds customer trust as strategic efforts to reinforce user loyalty. This research investigates how digital In the context of Shopee users in the Cirebon area, service quality and customer trust are proven to be key determinants influencing customer loyalty, emphasizing the importance of reliable digital services and trust-based relationships in enhancing e-commerce engagement. Employing a quantitative survey method, the study gathered responses from 135 participants selected using purporsive sampling. with data collected through a structured Likert-scale questionnaire. To analyze the findings, multiple linear regression was performed using SPSS software. An extensive range of statistical analyses was conducted, covering tests for both validity and reliability, normality and heteroscedasticity evaluations, as well as t-tests, F-tests, and The analysis included evaluating the coefficient of determination to ensure the accuracy and reliability of research model. The findings reveal that both quality of digitall service ands level of customers trust significantly and positively influence user loyalty toward Shopee. Together, these two variables explain 59.7% of the variability in customer loyalty. These findings imply that improving digital service quality and strengthening trust are key strategies for Shopee in maintaining customer loyalty amidst increasingly competitive e-commerce environments