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All Journal Economics and Business Journal
Sufri Anan
Universitas Pakuan Bogor, Indonesia
Economics, Econometrics & Finance

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Building Customer Loyalty through Product Quality and Digital Touchpoints: The Mediating Role of Brand Image Bayu Luqman; Herdiyana; Sufri Anan
Economics and Business Journal (ECBIS) Vol. 4 No. 6 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i6.594

Abstract

This study examined customer loyalty in the Indonesian water quality monitoring system (WQMS) market by testing product quality and digital touchpoints as antecedents and brand image as a mediator. A cross-sectional survey collected 195 responses from three roles in each of 65 institutional customer companies of PT Buana Biru Teknindo. Data were analyzed with PLS-SEM in SmartPLS 4 using 5,000 bootstrap subsamples. Product quality and digital touchpoints positively affected brand image. Product quality and brand image positively affected customer loyalty, whereas the direct digital touchpoint-loyalty path was not significant. Brand image partially mediated the effect of product quality and fully mediated the effect of digital touchpoints on loyalty. The model explained 30.1% of brand image and 37.3% of customer loyalty. These findings indicate that dependable product performance can build loyalty directly, but digital interactions create loyalty only when they strengthen a credible brand image. WQMS suppliers should integrate technical reliability, regulatory evidence, responsive digital after-sales support, and consistent cross-channel communication. The nested respondent structure and cross-sectional design require cautious causal interpretation.
Co-Authors Bayu Luqman Herdiyana