The Influence of Price Discount, Product Innovation, and Online Customer Review on Consumer Loyalty toward JETE Products in Shopee E-Commerce
Abstract
This study aims to analyze the influence of Price Discounts, Product Innovation, and Online Customer Reviews on Consumer Loyalty toward JETE products sold through the Shopee e-commerce platform, both partially and simultaneously. This research employed a quantitative approach using a survey method by distributing questionnaires to consumers of JETE products on Shopee. The sampling technique used was purposive sampling, while the data were analyzed using IBM SPSS Statistics 25, including instrument testing, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), partial tests (t-test), and simultaneous tests (F-test). The results indicate that Price Discounts have a positive and significant effect on Consumer Loyalty, as evidenced by a t-value of 4.878 with a significance value of 0.000 < 0.05. Furthermore, Product Innovation and Online Customer Reviews also have positive and significant effects on Consumer Loyalty. The simultaneous test demonstrates that Price Discounts, Product Innovation, and Online Customer Reviews jointly have a positive and significant influence on Consumer Loyalty toward JETE products on Shopee. These findings suggest that consumer loyalty is not solely influenced by attractive pricing strategies but also by the company's ability to continuously develop innovative products and maintain positive customer reviews that enhance consumer trust. Therefore, companies should optimize these three factors simultaneously to strengthen consumer loyalty and sustain competitiveness in the digital marketplace.
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