The Effect of Data-Based Targeting, Service Personalization, and Content Quality on Consumer Loyalty in E-Commerce in Jakarta

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Sopyan Sopyan STIE Mahaputra Riau
  • Muhamad Ammar Muhtadi Nusa Putra University

DOI:

https://doi.org/10.58812/wsis.v3i01.1624

Keywords:

Content Quality, Data-Based Targeting, Service Personalization, Consumer Loyalty, E-Commerce

Abstract

This study examines the influence of content quality, data-based targeting, and service personalization on consumer loyalty in Jakarta's e-commerce sector. Using a quantitative approach, data were collected from 150 respondents through a structured questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that content quality exerts the strongest influence on consumer loyalty, followed by data-based targeting and service personalization. Content quality enhances customer trust and satisfaction, while data-driven targeting effectively tailors marketing efforts to consumer preferences. Service personalization, though significant, has a smaller impact compared to the other variables. These findings emphasize the importance of integrating content quality, targeting, and personalization strategies to foster loyalty in the competitive e-commerce landscape. The study provides valuable insights for businesses aiming to optimize their marketing strategies and enhance customer retention in Jakarta’s dynamic digital marketplace.

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Published

2025-01-31

How to Cite

Judijanto, L., Sopyan, S., & Muhtadi, M. A. (2025). The Effect of Data-Based Targeting, Service Personalization, and Content Quality on Consumer Loyalty in E-Commerce in Jakarta. West Science Interdisciplinary Studies, 3(01), 55–64. https://doi.org/10.58812/wsis.v3i01.1624