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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Almas, Idan
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Decision Sciences, Operations Research & Management

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Building Digital Loyalty: The Power of Customer Experience and E-Service Quality Almas, Idan
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.21

Abstract

Purpose – This study aims to analyze the influence of brand image, customer experience, and e-service quality on customer loyalty among users of the By.U digital internet service in Malang City.   Design/methodology/approach – This quantitative research examines causal relationships between variables using hypothesis testing. The sample consists of 100 respondents selected through non-probability purposive sampling. Respondents were users aged at least 17 years, living in Malang City, and had subscribed to By.U at least twice. Data were analyzed using SPSS 24.   Findings – The results show that brand image has a positive but not significant effect on customer loyalty. Customer experience and e-service quality both have positive and significant effects on customer loyalty.   Originality/value – This study highlights that in digital internet services, customer loyalty is driven more strongly by customer experience and e-service quality than by brand image, offering practical insights for improving customer retention strategies.
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