Digital Transformation of PT Pos: Customer Loyalty In The Era of Security and Data Technology

Elfina O.P Damanik (Universitas Simalungun)
Wico Jontarudi Tarigan (Universitas Simalungun)
Jusra Tampubolon (Universitas Prima Indonesia, Medan)
Demak Claudia Yosephine Simanjuntak (Universitas Prima Indonesia, Medan)
Sabar Dumayanti Sihombing (Universitas HKBP Nommensen Pematangsiantar)
Doris Yolanda Saragih (Universitas Murni Teguh PSDKU)
Poltak Pardamean Simarmata (Universitas Murni Teguh PSDKU Pematangsiantar)
Hengki Mangiring Parulian Simarmata (Universitas Murni Teguh PSDKU Pematangsiantar)

Jurnal Ekuilnomi
Vol. 7 No. 2 (2025): Ekuilnomi Vol 7(2), Mei 2025

Digital transformation can increase competitiveness and customer loyalty and become a business strategy, especially in the context of data security and trust. This study aims to empirically analyze the impact of digital transformation on customer loyalty, emphasizing the mediating role of customer trust at PT Pos Indonesia Pematangsiantar branch. Quantitative research using explanatory surveys of 100 customers selected by purposive sampling technique. The data collection instrument, with the distribution of questionnaires with a Likert scale of 5, has been tested for validity and reliability. Partial Least Squares-Structural Modeling based on SmartPLS 3. The results showed that digital transformation had a significant impact on customer loyalty trust (β = 0.836; p < 0.001) and loyalty (β = 0.906; p < 0.001). However, trust did not significantly impact loyalty (β = 0.076; p < 0.181). The study found that digital transformation can foster loyalty by providing a personalized, secure, and transparent service experience. This study's theoretical and practical implications are the strengthening of trust-based digital strategies for the postal services sector in developing countries