ABSTRACT
This study aims to analyse the impact of customer loyalty towards brands and discounts in online shopping through marketplaces, comparing urban and rural communities. A quantitative approach was employed, involving a sample of 200 participants—100 from urban areas and 100 from rural areas—determined using the Slovin formula. Data were collected via questionnaires and analysed using IBM SPSS_25 software with multiple linear regression. The analysis included validity and reliability tests, classical assumption tests (normality, heteroscedasticity, and multicollinearity), and hypothesis testing, considering the coefficient of determination (R²). The t-test and F-test were used for data interpretation. The results reveal that the t-value of 1.987 in urban communities indicates a positive effect of discount pricing and brand on customer loyalty in online shopping through marketplaces. Similarly, in rural communities, the t-value of 1.986 also demonstrates a positive effect of discount pricing and brand on customer loyalty. These findings suggest that both urban and rural customers are influenced by discounts and brand loyalty when shopping online through marketplaces.
