Increasing Customer Loyalty through Digital Services and Products with Customer Satisfaction as Intervening Variable

Abstract

Customer loyalty and satisfaction are proven to affect business growth greatly. With customers, Loyalty is affected by Brand Equity, and Customer Trust is important with every company's product or service. Researchers analyzed the Effect of Brand Equity and Increased Customer Loyalty through Digitizing Services and Digitizing Products with Intervening Variables of Customer Satisfaction. The research was performed on 100 customers in Jakarta. This research method uses a descriptive research design model with a questionnaire data collection method. Data processing used the Structural Equation Model-Partial Least Square (SEM-PLS) method. The results of this study indicate that all-digital Brand Equity affects Customer Loyalty. Customer Trust affects increasing Customer Loyalty. Brand Equity and Customer Trust have no effect on Customer Loyalty with the Intervening Variable of Customer Satisfaction. This finding, thus, should be used as a basis for increasing Brand Equity and Customer Trust through proper Digitizing Services and Products for expanded business growth.