Segue POM.XML:

<?xml version="1.0" encoding="UTF-8"?>

<project xmlns="http://maven.apache.org/POM/4.0.0"
    xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"
    xsi:schemaLocation="http://maven.apache.org/POM/4.0.0 http://maven.apache.org/xsd/maven-4.0.0.xsd">
    <modelVersion>4.0.0</modelVersion>

    <groupId>br.com.alura.maven</groupId>
    <artifactId>lojaweb</artifactId>
    <version>0.0.1-SNAPSHOT</version>
    <packaging>war</packaging>

    <name>lojaweb Maven Webapp</name>
    <!-- FIXME change it to the project's website -->
    <url>http://www.example.com</url>

    <properties>
        <project.build.sourceEncoding>UTF-8</project.build.sourceEncoding>
        <maven.compiler.source>1.7</maven.compiler.source>
        <maven.compiler.target>1.7</maven.compiler.target>
    </properties>

    <dependencies>
        <dependency>
            <groupId>junit</groupId>
            <artifactId>junit</artifactId>
            <version>4.11</version>
            <scope>test</scope>
        </dependency>
        <!-- https://mvnrepository.com/artifact/org.eclipse.jetty/jetty-maven-plugin -->
        <dependency>
            <groupId>org.eclipse.jetty</groupId>
            <artifactId>jetty-maven-plugin</artifactId>
            <version>10.0.0.alpha1</version>
        </dependency>
        <dependency>
            <groupId>javax.servlet</groupId>
            <artifactId>javax.servlet-api</artifactId>
            <version>3.1.0</version>
        </dependency>

    </dependencies>

    <build>
        <finalName>lojaweb</finalName>
        <pluginManagement><!-- lock down plugins versions to avoid using Maven 
                defaults (may be moved to parent pom) -->
            <plugins>
                <plugin>
                    <artifactId>maven-clean-plugin</artifactId>
                    <version>3.1.0</version>
                </plugin>
                <!-- see http://maven.apache.org/ref/current/maven-core/default-bindings.html#Plugin_bindings_for_war_packaging -->
                <plugin>
                    <artifactId>maven-resources-plugin</artifactId>
                    <version>3.0.2</version>
                </plugin>
                <plugin>
                    <artifactId>maven-compiler-plugin</artifactId>
                    <version>3.8.0</version>
                </plugin>
                <plugin>
                    <artifactId>maven-surefire-plugin</artifactId>
                    <version>2.22.1</version>
                </plugin>
                <plugin>
                    <artifactId>maven-war-plugin</artifactId>
                    <version>3.2.2</version>
                </plugin>
                <plugin>
                    <artifactId>maven-install-plugin</artifactId>
                    <version>2.5.2</version>
                </plugin>
                <plugin>
                    <artifactId>maven-deploy-plugin</artifactId>
                    <version>2.8.2</version>
                </plugin>
                <plugin>
                    <groupId>org.eclipse.jetty</groupId>
                    <artifactId>jetty-maven-plugin</artifactId>
                    <version>9.4.24.v20191120</version>
                </plugin>
            </plugins>
        </pluginManagement>
    </build>
</project>

Ao executar o mvn jetty:run e abrir o local host (http://localhost:8080), aparece a seguinte pagina

HTTP ERROR 503 Service Unavailable URI: / STATUS: 503 MESSAGE: Service Unavailable SERVLET: - Powered by Jetty:// 9.4.24.v20191120