E-commerce and loyalty: A perspective from Facebook Marketplace users

The research hypothesis suggests that product quality, shopping experience, and interactivity on Facebook Marketplace positively influence customer loyalty. Data collected from 154 users through the Microsoft Forms questionnaire reveals a significant correlation of 0.730 between these variables, indicating that improvements in product quality and shopping experience are associated with an increase in customer loyalty. These findings suggest that companies should focus on optimizing these aspects to strengthen the relationship with consumers and improve their competitiveness in e-commerce.