INCREASING CUSTOMER LOYALTY THROUGH SERVICE QUALITY AND
CUSTOMER SATISFACTION IN THE DIGITAL ERA

INCREASING CUSTOMER LOYALTY THROUGH SERVICE QUALITY AND
CUSTOMER SATISFACTION IN THE DIGITAL ERA

Consumer Loyalty, Service Quality, Consumer Satisfaction, Digital Era

This research is motivated by the importance of consumer loyalty for companies.
This study aims to determine and analyze the effect of service quality and customer
satisfaction on customer loyalty in the Digital Era. The research method used in
this research is descriptive method with a quantitative approach. The sample in this
study were 100 consumers using a random sampling technique. Collecting data
using questionnaires distributed to consumers. The instruments used have been
tested for validity and reliability. The collected data were analyzed using the
classical assumption test and multiple linear regression using excel and SPSS. The
results of this study indicate that 1) Service quality has a positive and significant
effect on consumer loyalty in the digital era, 2) Customer satisfaction has a positive
and significant effect on customer loyalty in the digital era, and 3) Service quality
and customer satisfaction have a positive and significant effect on customer loyalty
in the digital Era. The findings of this study indicate that if companies want to
increase consumer loyalty, companies must also improve service quality and
customer satisfaction in the digital era.

Adi Sofyana Latif 1, Teguh Setiawan Wibowo2*, Tanti Widia Nurdiani 3,
Erina Alimin4, Yayat Suharyat

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

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