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All Journal The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Among Makarti Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Jurnal Sosial dan Teknologi Journal of Applied Business, Taxation and Economics Reseach ASEAN Marketing Journal Asia Pacific Journal of Management and Education
Novika Candra Astuti
School of Business and Management, Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Sosial dan Teknologi

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Impact of Customer Satisfaction on Loyalty in Indonesia B2B Digital Marketing Agency (Case Study of Bertumbuh Creative) Adhyaksa, Rangga Pijar; Astuti, Novika Candra
Jurnal Sosial Teknologi Vol. 5 No. 7 (2025): Jurnal Sosial dan Teknologi
Publisher : CV. Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsostech.v5i7.32221

Abstract

This study examines the factors influencing customer satisfaction and loyalty at Bertumbuh Creative, a micro-scale B2B digital agency in Indonesia's rapidly growing digital economy. With the e-commerce sector projected to reach $360 billion in GMV by 2030, Bertumbuh Creative provides cost-efficient services to MSMEs, including social media management, e-commerce activation, and digital advertising. Despite successful client acquisition and regional expansion, the agency faces challenges in maintaining customer retention, signaling underlying issues with satisfaction and operational consistency. Using a qualitative research approach, this study applies the Gioia Method and Van Rensburg’s (2010) Overall Satisfaction framework to explore the drivers of customer satisfaction. In-depth interviews with clients reveal that satisfaction is influenced by both functional execution and relational surplus, such as emotional attentiveness and fair negotiation. However, recurring technical inconsistencies negatively impact trust and perceived value. Loyalty mapping using Dick and Basu’s (2021) typology shows that while most clients exhibit latent loyalty, their positive attitudes are not reflected in repeat behavior, indicating a need for more structured retention strategies. The findings suggest that Bertumbuh Creative must address operational inconsistencies and enhance relational aspects to improve customer loyalty and retention. Future research should explore structured retention strategies and the role of operational consistency in customer satisfaction in the digital services sector.
Co-Authors Adhyaksa, Rangga Pijar Azzahra, Salsa Mylady Darajat, Zakiah Harimukti Wandebori Intan Widuri Sakti Nanda, Yumas Gia Oktaviani, Desy Reza Ashari Nasution Reza Relen Indriyanto Rohmatulloh, Farhan Sari, Oktora Yogi Solihin, Ismail Suhardi, Agatha Rinta Tasya, Ratu Tifa Prima Uno, Indra Cahya