Analisis Pengaruh Digital Customer Experience terhadap Customer Loyalty melalui Emotional Marketing dan Customer Satisfaction pada Pelanggan Indihome

Abstract

Internet has become a primary need for society, especially in big cities. One of the internet products that is widely used by people in Indonesia is Indihome. Indihome is a fixed broadband internet service under the auspices of the Telkom Group which has the largest market share in Indonesia. However, when viewed from previous years the market share value has decreased, where one of the causes is the many threats from competitors who offer lower prices. Therefore, Indihome strives continuously to provide the best digital experience in order to maintain customer satisfaction. This quantitative study aims to analyze the effect of digital customer experience on customer loyalty with a sample of 271 respondents who are Telkom Witel Medan customers. The SEM-PLS method is used to test the model and analyze the data that has been obtained. The results of this study indicate that digital customer experience has a significant effect on customer loyalty through emotional marketing and customer satisfaction. Based on this method, it can be seen which dimension has the most influence on each variable in the construct so that it can be used as a strength that the company can excel at.