The Effect of Digital Touchpoint Usage Experience on Customer Loyalty Mediated by Digital Engagement and Customer Satisfaction

Teuku Muda Nanta (), Noermijati Noermijati, Fatchur Rohman and Ananda Sabil Hussein
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Teuku Muda Nanta: Management Department, Faculty of Economic & Business, Universitas Brawijaya, Malang 65145, Indonesia
Noermijati Noermijati: Management Department, Faculty of Economic & Business, Universitas Brawijaya, Malang 65145, Indonesia
Fatchur Rohman: Management Department, Faculty of Economic & Business, Universitas Brawijaya, Malang 65145, Indonesia
Ananda Sabil Hussein: Management Department, Faculty of Economic & Business, Universitas Brawijaya, Malang 65145, Indonesia

Businesses, 2025, vol. 5, issue 1, 1-19

Abstract: This study aims to determine the influence of digital touchpoint usage experience, specifically through the myIndiHome application, on customer loyalty, with digital engagement and customer satisfaction as mediating variables. The study used a quantitative method to survey 385 active IndiHome broadband customers in Indonesia. Structural Equation Modelling–Partial Least Square (SEM-PLS) was used to analyze the data. The findings revealed that digital touchpoint usage positively and significantly affected digital engagement, customer satisfaction, and customer loyalty. Additionally, digital engagement and customer satisfaction had a positive and significant impact on customer loyalty. The results further demonstrated that digital engagement positively influenced customer satisfaction. Mediation analysis showed that digital engagement and customer satisfaction partially mediated the relationship between digital touchpoint usage and customer loyalty. This study demonstrates the role of digital experience, digital engagement, and customer satisfaction in fostering consumer loyalty. The current findings provide insights into the development of more effective marketing strategies, ensuring business sustainability and strengthening long-term relationships with customers.

Keywords: digital touchpoints; customer loyalty; digital engagement; customer satisfaction; IndiHome; myIndiHome (search for similar items in EconPapers)
JEL-codes: A1 D0 D4 D6 D7 D8 D9 E0 E2 E3 E4 E5 E6 E7 F0 F2 F3 F4 F5 F6 G0 G1 G2 H0 J0 K2 L0 L1 L2 M0 M1 M2 M3 M4 M5 N0 N1 N2 O0 O1 P0 (search for similar items in EconPapers)
Date: 2025
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