<![CDATA[The rapid development of the online shopping sector in Indonesia is driven by increasing internet penetration, widespread smartphone adoption, and a growing middle class. E-commerce platforms such as Greenplace are becoming a dynamic competitive arena, especially in the beauty category. This study aims to examine the influence of e-service quality, perceived value, and price fairness on seller satisfaction and loyalty in Greenplace. Descriptive quantitative method was used with a sample of 240 beauty category sellers who have been active for at least six months, analyzed using PLS-SEM. Results show that all three variables significantly influence seller satisfaction, which in turn has a positive impact on loyalty. Price fairness contributes the most to satisfaction, while perceived value is most dominant in shaping loyalty. Satisfaction and loyalty also play a role in driving sellers' innovation intention, which is important for platform sustainability and competitiveness. The findings confirm that transparent price management strategies, increased perceived value, and improved e-services are key in strengthening long-term relationships between platforms and sellers. Greenplace is therefore advised to focus on strengthening perceived value and price fairness, along with continuous improvement of digital service quality, to create an adaptive and innovative business ecosystem.]]>
Copyrights © 2025
