Questionnaire & Raw Research Data "From Marketplace to Website: Determinants of Customer Loyalty in Indonesian Beauty E-Commerce"

Questionnaire and Raw Dataset of: From Marketplace to Website: Determinants of Customer Loyalty in Indonesian Beauty E-Commerce We are glad to share the raw dataset and the complete questionnaire instrument that forms the basis of our research article: From Marketplace to Website: Factors Influencing Customer Loyalty in Indonesian Beauty E-Commerce The data were collected to explore the factors of consumer loyalty in Indonesian beauty e-commerce, particularly in the context of retailers and brands moving from third-party marketplace platforms to brand-owned online sites. This research explores the impacts of consumers’ perception and experience on their loyalty to beauty e-commerce platforms. Data were collected using an online questionnaire between April and May 2026 by using a quantitative cross-sectional research approach. The final dataset consists of 409 female Generation Z consumers living in Jakarta, Indonesia, who have purchased Beauty & Personal Care products through beauty e-commerce applications or websites. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. The study examines the relationship among the following constructs, Perceived Enjoyment (PE), Perceived Value (PV), Perceived Security (PS), Perceived Risk (PR), E-Trust (ET), Customer Satisfaction (CS), and Customer Loyalty (CL). Nine hypotheses were investigated to study the direct impacts of these variables and their contributions to consumer loyalty on beauty e-commerce settings. Repository Content 1. Questionnaire (.xls): Full survey questionnaire used for data gathering and the results. 2. Raw Research Data (.csv): 409 individual respondents' data measured on a 5-point Likert scale and demographic information and build measuring elements. The dataset can be utilised for replication study, cross-industry or cross-country comparison, scale validation, demonstration of methodological approaches and further exploration of consumer loyalty formation in digital commerce contexts. This dataset is available for academic, educational and non-commercial research uses only. When using the dataset, questionnaire or derived conclusions please cite and attribute appropriately the associated research publication and dataset repository. The dataset is anonymised and contains no personally identifiable information. We provide this to assist transparency, reproducibility, and future study on e-commerce, consumer behaviour, and customer loyalty.