Pengaruh Shopping Motivation dan Kualitas Produk terhadap Loyalitas Pelanggan Produk Unilever pada Marketplace E-Commerce

The Effect of Shopping Motivation and Product Quality on Customer Loyalty of Unilever Products in the E-Commerce Marketplace

Abstract

This study aims to analyze the influence of shopping motivation and product quality on customer loyalty toward Unilever products purchased through e-commerce marketplaces in Perumahan Taman Walet, Tangerang Regency. The study is motivated by the rapid growth of Indonesia's e-commerce transactions, which has not been matched by ease in maintaining customer loyalty due to price-sensitive digital consumers who easily switch brands. A quantitative causal method was employed using purposive sampling on 100 respondents residing in Perumahan Taman Walet who had purchased Unilever products through a marketplace. Data were collected using a Likert-scale questionnaire, converted into interval data using the Method of Successive Interval, and analyzed through multiple linear regression with SPSS version 27, including validity, reliability, classical assumption, t-test, F-test, and coefficient of determination tests. The results show that shopping motivation and product quality each have a positive and significant partial effect on customer loyalty, with t-values of 8.082 and 4.288 respectively (t-table 1.984; sig. 0.000). Simultaneously, both variables also significantly affect customer loyalty, with an F-value of 157.740 (F-table 3.09; sig. 0.000), explaining 76.5% of the variance in customer loyalty (R² = 0.765). These findings confirm that an enjoyable shopping experience and consistent product quality are key factors in building customer loyalty on e-commerce marketplace platforms.