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Enhancing Brand Loyalty through Customer Satisfaction Strategies in Digital Business

Aptisi Transactions on Technopreneurship (ATT) · Vol. 7 No. 2 (2025) · hlm. 556–566

DOI
10.34306/att.v7i2.558
ISSN
2656-8888, 2655-8807
Terbit
2025-07-30
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

In the era of rapidly developing digital business, understanding the relationship between Customer Satisfaction Management Strategy (CSMS) and Brand Loyalty (BL) is crucial for a company success. Digital business platforms present unique opportunities and challenges, making it essential to explore strategies that foster strong customer relationships and loyalty. This research aims to investigate the impact of CSMS on BL in a digital business context using the SmartPLS approach. The study seeks to provide both theoretical and practical insights into the dynamics of customer satisfaction and loyalty in digital environments. Data was collected through online surveys of customers from various digital business platforms. The analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS, which is particularly suited for examining complex relationships between latent variables. The results of the analysis show that there is a significant relationship between CSMS and BL. These findings highlight the importance of fostering meaningful interactions between brands and customers to enhance loyalty in digital business environments. The practical implication of this research is the necessity for companies to design marketing strategies that prioritize meeting customer needs and preferences. This approach not only strengthens customer loyalty but also equips businesses to navigate the challenges of competitive digital markets. The study contributes valuable insights for business practitioners and adds to the literature on marketing management in the ever-evolving digital era.

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  • Universitas Raharja
  • Universitas Airlangga
  • Universitas Ichsan Gorontalo
  • Satya Wacana Christian University
  • Universitas Esa Unggul
  • Universitas Pradita
  • Universitas Muhammadiyah Jakarta
  • Organisasi lain
  • Afiliasi tidak diketahui
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Rekan penulisOrganisasiArtikel bersama
Untung RahardjaUniversitas Raharja2
Ninda LutfianiUniversitas Raharja2
Mochamad Heru Riza ChakimUniversitas Raharja2
Muhammad Farhan KamilUniversitas Raharja1
Suryari PurnamaUniversitas Esa Unggul1
Bayu Laksma PradanaUniversitas Pradita1
Gautam KhannaAfiliasi tidak diketahui1
Suhandi SuhandiAfiliasi tidak diketahui1
Ihsan Nuril HikamUniversitas Raharja1
Izwan AmsyarUniversitas Raharja1
Ethan CristhopherUniversitas Raharja1
Agung RizkyAfiliasi tidak diketahui1
Rahayu Tri UtamiUniversitas Ichsan Gorontalo1
Tantri Wenny SitanggangUniversitas Ichsan Gorontalo1
Azrul TanjungUniversitas Muhammadiyah Jakarta1
Eiser Aaron BeldiqAfiliasi tidak diketahui1
Hindriyanto Dwi PurnomoSatya Wacana Christian University1
Sutarto WijonoSatya Wacana Christian University1
Chandra LukitaUniversitas Catur Insan Cendekia Cirebon1
Thabo MkhizeAfiliasi tidak diketahui1
Anandha FitrianiUniversitas Raharja1
Sheila Aulia AnjaniUniversitas Raharja1
Rio Wahyudin AnugrahUniversitas Raharja1
Ahmad RamadanAfiliasi tidak diketahui1
Ahmad RamadanUniversitas Raharja1
Anita EkawatyAfiliasi tidak diketahui1
Zinhle NdlovuAfiliasi tidak diketahui1
Ramiro Santiago IkhsanAfiliasi tidak diketahui1
Ahmad GunawanUniversitas Pelita Bangsa1
Po Abbas SunaryaAfiliasi tidak diketahui1
Muhtarom MuhtaromIndonesia Open University1
Untung RahardjaUniversity of Technology Malaysia1
Dwi Nur RamadhanUniversitas Raharja1
Lily Maria EvansAfiliasi tidak diketahui1
Dian ShofiyaPoltekkes Kemenkes Surabaya1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Enhancing Brand Loyalty through Customer Satisfaction Strategies in Digital Business</dc:title>
	<dc:creator xml:lang="en">Dyatmika, Sutama Wisnu</dc:creator>
	<dc:creator xml:lang="en">Suyanto, Bagong</dc:creator>
	<dc:creator xml:lang="en">Setijaningrum, Erna</dc:creator>
	<dc:creator xml:lang="en">Rizky, Agung</dc:creator>
	<dc:creator xml:lang="en">Mkhize, Thabo</dc:creator>
	<dc:subject xml:lang="en">Digital Business</dc:subject>
	<dc:subject xml:lang="en">Customer Satisfaction</dc:subject>
	<dc:subject xml:lang="en">Brand Loyalty</dc:subject>
	<dc:subject xml:lang="en">SmartPLS</dc:subject>
	<dc:subject xml:lang="en">Marketing Strategies</dc:subject>
	<dc:description xml:lang="en">In the era of rapidly developing digital business, understanding the relationship between Customer Satisfaction Management Strategy (CSMS) and Brand Loyalty (BL) is crucial for a company success. Digital business platforms present unique opportunities and challenges, making it essential to explore strategies that foster strong customer relationships and loyalty. This research aims to investigate the impact of CSMS on BL in a digital business context using the SmartPLS approach. The study seeks to provide both theoretical and practical insights into the dynamics of customer satisfaction and loyalty in digital environments. Data was collected through online surveys of customers from various digital business platforms. The analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS, which is particularly suited for examining complex relationships between latent variables. The results of the analysis show that there is a significant relationship between CSMS and BL. These findings highlight the importance of fostering meaningful interactions between brands and customers to enhance loyalty in digital business environments. The practical implication of this research is the necessity for companies to design marketing strategies that prioritize meeting customer needs and preferences. This approach not only strengthens customer loyalty but also equips businesses to navigate the challenges of competitive digital markets. The study contributes valuable insights for business practitioners and adds to the literature on marketing management in the ever-evolving digital era.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2025-07-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/558</dc:identifier>
	<dc:identifier>10.34306/att.v7i2.558</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 7 No. 2 (2025): July; 556–566</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 7 No 2 (2025): July; 556–566</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v7i2</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/558/369</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Sutama Wisnu Dyatmika, Bagong Suyanto, Erna Setijaningrum, Agung Rizky, Thabo Mkhize</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>