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The ROLE OF DIGITAL LITERACY IN ENHANCING THE INFLUENCE OF DIGITAL BRANDING AND CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY AT CAFE LATERA JAMBI

Journal of Business Studies and Management Review · Vol. 9 No. 1 (2025) · hlm. 197–201

DOI
10.22437/jbsmr.v9i1.53590
ISSN
2597-6265, 2597-369X
Terbit
2025-12-31
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to analyze the influence of digital branding and customer experience on customer loyalty at Cafe Latera Jambi, as well as to examine the moderating role of digital literacy in these relationships. The study employed a quantitative approach using purposive sampling of 170 Generation Z respondents who were visitors of Cafe Latera Jambi. Data were collected through a questionnaire using a 5-point Likert scale and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The results revealed that: (1) digital branding has a positive and significant effect on customer loyalty (β = 0.373; t = 7.037; p = 0.000); (2) customer experience has a positive and significant effect on customer loyalty (β = 0.450; t = 9.311; p = 0.000) and serves as the strongest predictor; (3) digital literacy does not moderate the effect of digital branding on customer loyalty (β = −0.078; t = 1.526; p = 0.127); and (4) digital literacy does not moderate the effect of customer experience on customer loyalty (β = −0.018; t = 0.382; p = 0.703). Although digital literacy does not function as a moderator, it has a significant direct effect on customer loyalty (β = 0.270; p = 0.000). The research model explains 44.9% of the variance in customer loyalty. These findings imply that digital branding and customer experience strategies can be applied universally to the Gen Z segment without the need for segmentation based on digital literacy levels.

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  • Universitas Jambi
  • Universitas Islam Negeri Raden Fatah Palembang
  • Universitas Pembangunan Jaya
  • Sunan Gunung Djati State Islamic University Bandung
  • Bandung Institute of Technology
  • Andalas University
  • Afiliasi tidak diketahui
  • Organisasi berbeda
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Rekan penulisOrganisasiArtikel bersama
Syahmardi YacobUniversitas Jambi9
Fitriaty FitriatyUniversitas Jambi7
Syamsurijal TanUniversitas Jambi5
Maryati NingsihUniversitas Jambi5
Ade OctaviaUniversitas Jambi3
Firmansyah FirmansyahUniversitas Jambi3
Agus SolikhinUniversitas Jambi3
Asep MachpuddinUniversitas Jambi3
Novita SariUniversitas Jambi3
Firmansyah FirmansyahUniversitas Jambi3
Junaidi JunaidiUniversitas Jambi2
M. Syurya HidayatUniversitas Jambi2
Tona Aurora LubisAfiliasi tidak diketahui2
Sry RositaUniversitas Jambi2
Ida MasrianiUniversitas Jambi2
Zulfina AdrianiUniversitas Jambi2
Zulkifli ZulkifliAfiliasi tidak diketahui2
Dalizanolo HuluUniversitas Pembangunan Jaya2
Agus SyarifUniversitas Jambi2
Hardiani HardianiUniversitas Jambi1
Ningsi TrilianahUniversitas Jambi1
Widyanti FitriUniversitas Jambi1
Sutan Adil HendraUniversitas Jambi1
Efi HerawatiUniversitas Jambi1
Iskandar IskandarSunan Gunung Djati State Islamic University Bandung1
Asep MachpudinUniversitas Jambi1
Firmansyah FirmansyahBandung Institute of Technology1
S SumarniUniversitas Jambi1
Yayuk SriayudhaUniversitas Jambi1
Johannes SimatupangUniversitas Jambi1
Muhammad SafriUniversitas Jambi1
Zulkifli ZulkifliAndalas University1
Dessy ElliyanaUniversitas Jambi1
Agil MuharyaUniversitas Jambi1
Enggar Diah Puspa ArumUniversitas Jambi1
Mismiwati MismiwatiUniversitas Islam Negeri Raden Fatah Palembang1
Titin HartiniUniversitas Islam Negeri Raden Fatah Palembang1

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://online-journal.unja.ac.id/index.php/jbsmr/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">The ROLE OF DIGITAL LITERACY IN ENHANCING THE INFLUENCE OF DIGITAL BRANDING AND CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY AT CAFE LATERA JAMBI</dc:title>
	<dc:creator xml:lang="en">Vilano, M. Afif Vilano Fitrah</dc:creator>
	<dc:creator xml:lang="en">Lubis, Tona Aurora</dc:creator>
	<dc:creator xml:lang="en">Utama, Ahmad Nur Budi</dc:creator>
	<dc:subject xml:lang="en">Digital Branding</dc:subject>
	<dc:subject xml:lang="en">Customer Experience</dc:subject>
	<dc:subject xml:lang="en">Customer Loyalty</dc:subject>
	<dc:subject xml:lang="en">Digital Literacy</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the influence of digital branding and customer experience on customer loyalty at Cafe Latera Jambi, as well as to examine the moderating role of digital literacy in these relationships. The study employed a quantitative approach using purposive sampling of 170 Generation Z respondents who were visitors of Cafe Latera Jambi. Data were collected through a questionnaire using a 5-point Likert scale and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The results revealed that: (1) digital branding has a positive and significant effect on customer loyalty (β = 0.373; t = 7.037; p = 0.000); (2) customer experience has a positive and significant effect on customer loyalty (β = 0.450; t = 9.311; p = 0.000) and serves as the strongest predictor; (3) digital literacy does not moderate the effect of digital branding on customer loyalty (β = −0.078; t = 1.526; p = 0.127); and (4) digital literacy does not moderate the effect of customer experience on customer loyalty (β = −0.018; t = 0.382; p = 0.703). Although digital literacy does not function as a moderator, it has a significant direct effect on customer loyalty (β = 0.270; p = 0.000). The research model explains 44.9% of the variance in customer loyalty. These findings imply that digital branding and customer experience strategies can be applied universally to the Gen Z segment without the need for segmentation based on digital literacy levels.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/53590</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i1.53590</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025; 197-201</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/53590/23723</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 M. Afif Vilano Fitrah Vilano, Tona Aurora Lubis, Ahmad Nur Budi Utama</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>