Research Dataset: Factors Influencing Customer Loyalty on Tokopedia

This dataset was collected for a research study that explores the key factors affecting customer loyalty on the Indonesian e-commerce platform Tokopedia. The study focuses on six main variables: Interactivity, Social Media Marketing, Online Trust, Social Customer Relationship Management (SCRM), Product Quality, and Customer Loyalty. Data was gathered through an online questionnaire distributed to Tokopedia users in Indonesia. All survey items were measured using a 5-point Likert scale ranging from 1 (Strongly Disagree) to 5 (Strongly Agree). The Excel file includes: Raw survey responses from 402 participants Questionnaire items for each research variable Variable grouping with labels such as IA1–IA4 (Interactivity), SMM1–SMM4 (Social Media Marketing), and so on Cleaned and anonymized data ready for statistical analysis Format ready for SEM-PLS analysis using SmartPLS or similar tools Each row in the dataset represents one respondent, and each column corresponds to a survey item. Variable codes follow a structured naming system aligned with the conceptual framework used in the study. This dataset is intended for academic use only and may serve as a valuable reference for researchers conducting similar studies on e-commerce, customer behavior, or digital marketing. Please cite this dataset appropriately when used in publications.