THE INFLUENCE OF PRODUCT INFORMATION AVAILABILITY, DISCOUNTS AND CUSTOMER SERVICE ON CONSUMER LOYALTY IN E-COMMERCE PLATTFORM

Abstract

The purpose of this study was to determine the effect of product information availability, discounts and customer service on customer loyalty on e-commerce platforms. The research approach used is an associative approach. The population in this study are consumers who have shopped and have experience using e-commerce platforms. sampling techniques using purposive side. The number of samples was 100 respondents. The results showed that the availability of product information, discounts and customer service simultaneously affect customer loyalty on e-commerce platforms. This is evidenced by the F Test value of 127.426. the coefficient of determination (R Square) value of 0.799 indicates that approximately 79.9% of variations in consumer loyalty on e-commerce platforms can be explained by the independent variables, namely the availability of product information, discounts and customer service.