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All Journal International Journal of Applied Business and International Management
Andryansah Andryansah
Universitas Terbuka
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Unlocking Youth Customer Loyalty Through Digital Experience: The Interplay of Online Flow State and Value Co-Creation Zulfahmi Zulfahmi; Ginta Ginting; Andryansah Andryansah; Hubertina Karolina Ngarbingan
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.5061

Abstract

This study examines how Online Flow State and Value Co-Creation enhance Digital Customer Experience and Customer Loyalty among young consumers, drawing on the S–O–R Model, Flow Theory, and Service-Dominant Logic. A quantitative approach using purposive sampling involved 186 young e-commerce consumers across regions outside Java, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that Online Flow State significantly improves Digital Customer Experience and Customer Loyalty, while Digital Customer Experience and Value Co-Creation significantly enhance Customer Loyalty. However, Value Co-Creation does not significantly moderate the relationship between Online Flow State and Digital Customer Experience, indicating that this relationship remains stable across different co-creation levels. These findings highlight Online Flow State as a key driver of digital experiences and loyalty while revealing limitations of Value Co-Creation as a moderating mechanism among young consumers
Co-Authors Ginta Ginting Hubertina Karolina Ngarbingan Zulfahmi Zulfahmi