<![CDATA[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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