Preliminary Inequality of Customer Loyalty in Several Types of Sellers in Marketplace

Abstract

This study analyzes inequalities among loyal customers in the Shopee marketplace. The researched objects are sellers grouped according to three criteria: mall sellers, star sellers, and regular sellers. The research method consists of observation, understanding, and analysis. The research results show that mall sellers have high-loyalty customers, while star and regular sellers do not. Indeed, loyal customers are imbalanced, but as seen from the data analysis, new customers buy at each store. Although star sellers and regular sellers have a lower quality of goods than mall sellers, the number of buyers in their stores is higher than that of mall sellers. The following research is recommended to analyze whether there is a significant income gap due to the influence of customer purchase consistency.