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All Journal Jurnal Ekonomi Pembangunan JURNAL DINAMIKA EKONOMI PEMBANGUNAN Media Ekonomi dan Manajemen Journal of Degraded and Mining Lands Management Jurnal Ekonomi dan Studi Pembangunan (Journal of Economics and Development Studies) Journal of Economic Education AdBispreneur Jurnal Ilmu Ekonomi dan Pembangunan Jati: Jurnal Akuntansi Terapan Indonesia AFEBI Economic and Finance Review Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi Jurnal Sosial Ekonomi Kelautan dan Perikanan BISECER (Business Economic Entrepreneurship) ASSET: Jurnal Manajemen dan Bisnis Journal of Islamic Economics Lariba Jurnal REP (Riset Ekonomi Pembangunan) FINANCE : International Journal Of Management Finance Economics Development Analysis Journal Society Ascendia: Journal of Economic and Business Advancement Jurnal Ekonomi dan Studi Pembangunan (JESP) Mercatura Lumina: Journal of Management, Entrepreneurship, and Tourism
Deden Dinar Iskandar
Department Of Economics, Faculty Of Economics And Bussines, Universitas Diponegoro
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effect of Digital Marketing and Service Quality on Customer Loyalty Among E-Commerce Users in Indonesia Diyan Pratiwi; Ida Ariyani; Ida Hayu Dwimawanti; Abdul Rouf; Purbayu Budi Santosa; Deden Dinar Iskandar; Wahyu Widodo; Abdul Karim
Journal of Management, Entrepreneurship, and Tourism Vol. 1 No. 3 (2026): : August: Mercatura Lumina: Journal of Management, Entrepreneurship, and Touris
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/rqy88f18

Abstract

This study examines the effects of digital marketing and service quality on customer loyalty among e-commerce users in Indonesia. Using a quantitative explanatory cross-sectional design, primary data were collected from 150 active e-commerce users in Jakarta, Surabaya, and Semarang through a structured online questionnaire employing a five-point Likert scale. The data were analyzed using multiple linear regression with SPSS version 26, preceded by validity, reliability, normality, multicollinearity, and heteroscedasticity testing. The results indicate that digital marketing has a positive and significant effect on customer loyalty (β = 0.412; t = 5.87; p < 0.05), while service quality also has a positive and significant effect on customer loyalty (β = 0.386; t = 5.21; p < 0.05). The simultaneous regression model is statistically significant and explains 50.7% of the variance in customer loyalty (R² = 0.507). Digital marketing demonstrates a slightly stronger contribution than service quality, although both factors have relatively comparable effects on loyalty. The findings indicate that promotional engagement and consistent service delivery should be developed concurrently to strengthen repeat purchases, referrals, and resistance to competing platforms. The study contributes empirical evidence to e-commerce marketing management and offers practical guidance for integrating digital marketing strategies with service quality improvements to foster sustainable customer loyalty.
Co-Authors Abdul Karim Abdul Rouf Abdul Rouf Adi Rahman, Adi Alief Rakhman Setyanto ANISA FATMAWATI Bakti, I Gede Mahatma Yuda Damanik, Dian Hotlando Darwanto Darwanto Dian Ayunita Nugraheni Nurmala Dewi Diyan Pratiwi Drajat Tri Kartono Eka Widya NIngrum Eny Rahma Zaenah Fajar Fitriyanto Galih Priyo Anggoro Hapsari, Adinda Putri Ida Ariyani Ida Hayu Dwimawanti Imam Noor Said Indah Susilowati Indrayanti, Wiwin Irawan, Rismanto Kalies Sirieh Puspitowati Karsinah Karsinah Kurnia, lendi Ageng Lendi Ageng Kurnia M Iqbal Aenun Najib Mahmudah, Muslimah Nurushofiah, Iin Pratiwi Princesswara Purbayu Budi Santosa Renie Oelviani, Renie Rismanto Irawan Septiani, Yustirania Sholikhah, Anna Uswatun Silalahi, Harini Triana Wahyu Widodo Wahyu Widodo