The Influence of Perceived Service Quality and Product Assortment on Shopee Users’ Online Loyalty in Samarinda City
DOI:
https://doi.org/10.33751/jhss.v10i2.178Keywords:
perceived service quality, product assortment, online loyalty, Shopee, e-commerceAbstract
The rapid growth of e-commerce in Indonesia has intensified competition among digital marketplace platforms in maintaining user loyalty. In Samarinda City, the increasing use of internet access and digital transactions indicates that online shopping behavior is developing significantly. However, user loyalty remains a critical challenge, particularly in relation to perceived service quality and product assortment. This study aims to examine the influence of perceived service quality and product assortment on the online loyalty of Shopee users in Samarinda City. A quantitative approach was employed using a survey method involving 100 Shopee users as respondents. The sampling technique used was simple random sampling, while data were analyzed using SPSS version 26 through validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, multiple linear regression, t-test, and coefficient of determination analysis. The results show that perceived service quality has a positive and significant effect on online loyalty, with a regression coefficient of 0.583 and a significance value of 0.000. Product assortment also has a positive and significant effect on online loyalty, with a regression coefficient of 0.335 and a significance value of 0.000. The R Square value of 0.757 indicates that perceived service quality and product assortment explain 75.7% of the variance in online loyalty, while the remaining 24.3% is influenced by other variables outside the research model. These findings imply that Shopee should continuously improve service quality, responsiveness, application stability, transaction security, and product diversity to strengthen long-term user loyalty. This study contributes to the development of digital marketing strategies, particularly in enhancing customer loyalty on e-commerce platforms in a local market context.
References
[1] Arumanto. (2024, November 28). Tingkat penetrasi internet di Kaltim capai 80,63 persen. ANTARA News Kalimantan Timur.
[2] Dhingra, S., Gupta, S., & Bhatt, R. (2022). Comparison of e-service quality of Indian e-commerce website. International Journal of Indian Culture and Business Management.
[3] Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: Which one influences purchase intention more? Heliyon, 6(11), e05543. https://doi.org/10.1016/j.heliyon.2020.e05543
[4] Dwivedi, S. (2023). An empirical analysis of the dimension of loyalty to determine customer retention for e-commerce. FIIB Business Review. https://doi.org/10.1177/23949643221146061
[5] Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. Frontiers in Psychology, 13, 965998. https://doi.org/10.3389/fpsyg.2022.965998
[6] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
[7] Hanaysha, J. R., Shriedeh, F. B., & Gulseven, O. (2025). Impact of website quality, product assortment, customer reviews, and perceived service quality on online loyalty: The role of perceived value as a mediator. Cogent Business & Management, 12(1), 2433706. https://doi.org/10.1080/23311975.2024.2433706
[8] Hardinata, S., Suchyadi, Y., & Wulandari, D. (2021). Strengthening technological literacy in junior high school teachers in the industrial revolution era 4.0. JHSS (Journal of Humanities and Social Studies), 5(3), 330–335.
[9] Haryanto, A. (2024). Jumlah pengguna internet Indonesia tembus 221 juta orang. Detik.com.
[10] Ighomereho, S. O., Ojo, A. A., Omoyele, S. O., & Olabode, S. O. (2022). From service quality to e-service quality: Measurement, dimensions and model. arXiv. https://arxiv.org/abs/2205.00055
[11] Kumparan Bisnis. (2023, November 28). Market share e-commerce di Indonesia: Shopee 36%, Tokopedia 35%, TikTok 5%. Kumparan.
[12] Nursalim, C. P., Tannia, T., & Robert, A. (2025). Service quality and perceived value toward customer satisfaction in e-commerce delivery: The role of trust. International Journal of Applied Business and International Management, 10(1), 136–153. https://doi.org/10.32535/ijabim.v10i1.3741
[13] Qiu, K., & Zhang, L. (2024). How online reviews affect purchase intention: A meta-analysis across contextual and cultural factors. Data and Information Management, 8(2), 100058. https://doi.org/10.1016/j.dim.2023.100058
[14] Safitri, D., Suchyadi, Y., & Purnamasari, R. (2023). Pengembangan media pembelajaran interaktif menggunakan Articulate Storyline 3 pada tema 8 subtema manusia dan lingkungan. Jurnal PGSD: Jurnal Ilmiah Pendidikan Guru Sekolah Dasar, 16(2), 157–167. https://doi.org/10.33369/pgsd.16.2.157-167
[15] Setyaningsih, S., & Suchyadi, Y. (2021). Implementation of principal academic supervision to improve teacher performance in North Bogor. JHSS (Journal of Humanities and Social Studies), 5(2), 179–183. https://doi.org/10.33751/jhss.v5i2.3909
[16] Shriedeh, F. B., Hanaysha, J. R., & Gulseven, O. (2024). Impact of product assortment, perceived service quality, website quality, and customer reviews on customer happiness and word of mouth. Pakistan Journal of Commerce and Social Sciences, 18(1), 157–180. https://doi.org/10.64534/commer.2024.057
[17] Suchyadi, Y., Nurlela, N., & Indriani, R. S. (2022). Analysis of student self-regulated learning in an effort to increase the effectiveness of online lectures in the pandemic period. JHSS (Journal of Humanities and Social Studies), 6(1).
[18] Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
[19] Wahab, S. N., Hamzah, M. I., & Rajendran, S. D. (2023). Customer loyalty in online shopping: The role of logistics service quality, product availability, product condition, and delivery duration. International Journal of Retail & Distribution Management.
