Analysis of Digital Marketing Determinants on Customer Loyalty with Customer Satisfaction, Online Promotion and Customer Experience as Mediation Variables

Authors

  • Maria Assumpta Wikantari Universitas Pembangunan Nasional Veteran Jakarta

DOI:

https://doi.org/10.37385/ijedr.v5i2.4661

Keywords:

digital marketing, loyalty, satisfaction, online promotion, customer experience

Abstract

The study's objective is to examine how digital marketing affects customer loyalty, using customer happiness, online advertising, and customer experience as mediating factors for Jakartan Ice Cream Mixue consumers. One hundred randomly selected Ice Cream Mixue customers in Jakarta served as the study's sample. After data processing using SEM Amos 25, research findings indicate that: (1) Digital marketing has no influence on online promotion, but has a favorable and significant impact on customer satisfaction and the whole Ice Cream Mixue experience for customers in Jakarta. (2) The online and customer experience, along with customer happiness, have a noteworthy and favorable impact on the customer loyalty of Ice Cream Mixue patrons in Jakarta. It is allowed for digital marketing to have an indirect impact on customer loyalty through improving customer satisfaction among Ice Cream Mixue customers in Jakarta. (4) It is disputed that online advertising serves as a mediating variable in the indirect impact of digital marketing on the customer loyalty of Ice Cream Mixue customers in Jakarta. (5) It is rejected that customer experience serves as a mediating variable in the indirect impact of digital marketing on the customer loyalty of Ice Cream Mixue customers in Jakarta.

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Published

2024-03-24

How to Cite

Wikantari, M. A. (2024). Analysis of Digital Marketing Determinants on Customer Loyalty with Customer Satisfaction, Online Promotion and Customer Experience as Mediation Variables. International Journal of Economics Development Research (IJEDR), 5(2), 758–775. https://doi.org/10.37385/ijedr.v5i2.4661