Novita Wulan Ramadanti (1), Rusdi Hidayat Nugroho (2)
General Background: The increasing competition among Online Travel Agent (OTA) platforms requires companies to understand factors associated with customer loyalty. Specific Background: Customer experience and digital promotion are considered important factors in shaping customer satisfaction and loyalty among Traveloka users. Knowledge Gap: Previous studies have reported inconsistent findings regarding the relationships among customer experience, digital promotion, customer satisfaction, and customer loyalty, while studies integrating these variables in the Indonesian OTA context, particularly among Traveloka users, remain limited. Aims: This study aims to analyze customer experience and digital promotion in relation to customer loyalty through customer satisfaction among Traveloka users in East Surabaya. Results: A quantitative approach was applied to 150 respondents using purposive sampling. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. Customer experience and digital promotion showed positive and significant relationships with customer satisfaction and customer loyalty. Customer satisfaction also showed a positive and significant relationship with customer loyalty. The indirect effects of customer experience and digital promotion through customer satisfaction were significant, with coefficients of 0.182 and 0.191, respectively. Novelty: This study examines customer satisfaction as a mediating mechanism connecting customer experience and digital promotion with customer loyalty in the OTA industry. Implications: The findings provide empirical evidence for understanding loyalty formation among Traveloka users in East Surabaya and contribute to digital marketing and consumer behavior research.
Highlights:
Keywords: Customer Experience, Digital Promotion, Customer Satisfaction, Customer Loyalty, Traveloka.
J. Killiam and D. Lazuardi, “The Effect of Digital Marketing and Customer Experience on Customer Loyalty at Maju Bersama Ringroad,” in Proceeding International Business and Economics Conference (IBEC), vol. 3, no. 1, pp. 72–79, 2024, doi: 10.47663/ibec.v3i1.192.
S. Nasution and K. Adiwijaya, “The Influence of User Experience and E-Service Quality on Customer Loyalty Through Customer Satisfaction Mediation (Study on Mobile Coffee Shop Applications in Indonesia),” EKOMBIS Review: Jurnal Ilmiah Ekonomi dan Bisnis, vol. 12, no. 3, pp. 3243–3258, 2024, doi: 10.37676/ekombis.v12i3.6323.
A. B. Danurdara and A. Masatif, “Assessing the Customer Experience Quality and Customer Loyalty: The Mediating Role of Customer Satisfaction,” Innovative Marketing, vol. 21, no. 2, pp. 252–265, 2025, doi: 10.21511/im.21(2).2025.20.
M. E. Saputra, Sumiati, and Yuniarinto, “The Effect of Customer Experience on Customer Loyalty Mediated by Customer Satisfaction and Customer Trust,” Journal of Economics and Business Letters, vol. 3, no. 3, pp. 27–37, 2023, doi: 10.55942/jebl.v3i3.205.
A. Agustiono, S. Listyorini, and A. Nugraha, “Pengaruh Customer Experience terhadap Customer Loyalty Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening (Studi pada Masyarakat Semarang Pengguna LinkAja),” Jurnal Ilmu Administrasi Bisnis, vol. 11, no. 2, pp. 244–256, 2022, doi: 10.14710/jiab.2022.34564.
M. Yusuf, H. Suwardana, and K. Nikmah, “The Influence of Service Quality and Promotion on Customer Satisfaction,” Innovation Research Journal, vol. 5, no. 1, p. 26, 2024, doi: 10.30587/innovation.v5i1.7596.
S. Saputra, M. Helmi, Fitriasuri, and D. M. A. A., “The Influence of Promotion and Service Quality on Customer Satisfaction Is Mediated by the Purchase Decision at PT Wijaya Karya Beton (Persero) Sales Area II,” Sinergi International Journal of Management and Business, vol. 3, no. 2, pp. 118–134, 2025, doi: 10.61194/ijmb.v3i2.466.
D. D. Asikin and E. NurShyfa, “Pengaruh Promosi dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan E-Wallet (Dana) di Kota Cimahi, Jawa Barat,” Studi Ilmu Manajemen dan Organisasi, vol. 4, no. 2, pp. 101–113, 2023, doi: 10.35912/simo.v4i2.1306.
I. Adji and D. A. P. Bernarto, “The Influence of Promotion and Price Fairness towards Customer Loyalty Mediated by Customer Satisfaction on GoJek,” Jurnal Ekonomi Manajemen Sistem Informasi, vol. 6, no. 2, 2025, doi: 10.38035/jemsi.v6i2.3430.
T. L. Anita, M. Simanihuruk, Y. Kusumawardhani, and L. Wijaya, “Digital Marketing Strategies and Their Impact on Customer Satisfaction and Brand Loyalty,” Jurnal Ilmiah Manajemen Kesatuan, vol. 13, no. 4, pp. 2631–2642, 2025, doi: 10.37641/jimkes.v13i4.3293.
M. Gahler, J. F. Klein, and M. Paul, “Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments,” Journal of Service Research, vol. 26, no. 2, pp. 191–211, 2023, doi: 10.1177/10946705221126590.
K. N. Lemon and P. C. Verhoef, “Understanding Customer Experience Throughout the Customer Journey,” Journal of Marketing, vol. 80, no. 6, pp. 69–96, 2016, doi: 10.1509/jm.15.0420.
C. Meyer and A. Schwager, “Understanding Customer Experience,” Harvard Business Review, vol. 85, no. 2, pp. 116–126, 2007.
S. Gilboa, I. Vilnai-Yavetz, and J. Chebat, “The Unique Role of Relationship Marketing in Small Businesses’ Customer Experience,” Journal of Retailing and Consumer Services, vol. 51, pp. 152–164, 2019, doi: 10.1016/j.jretconser.2019.06.004.
W. D. Hoyer, M. Kroschke, B. Schmitt, K. Kraume, and V. Shankar, “Transforming the Customer Experience Through New Technologies,” Journal of Interactive Marketing, vol. 51, pp. 57–71, 2020, doi: 10.1016/j.intmar.2020.04.001.
P. Kotler, K. L. Keller, and A. Chernev, Marketing Management, 16th Global ed. Harlow, England: Pearson Education Limited, 2022.
D. Chaffey and F. Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 8th ed. Harlow, England: Pearson Education Limited, 2022.
T. L. Tuten and M. R. Solomon, Social Media Marketing, 4th ed. London, England: SAGE Publications Ltd., 2021.
R. L. Oliver, “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, vol. 17, no. 4, pp. 460–469, 1980, doi: 10.2307/3150499.
J. Griffin, Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta, Indonesia: Erlangga, 2005.
R. L. Oliver, “Whence Consumer Loyalty?” Journal of Marketing, vol. 63, no. 4, pp. 33–44, 1999, doi: 10.2307/1252099.
F. Lemke, M. Clark, and H. Wilson, “Customer Experience Quality: An Exploration in Business and Consumer Contexts Using Repertory Grid Technique,” Journal of the Academy of Marketing Science, vol. 39, pp. 846–869, 2011, doi: 10.1007/s11747-010-0212-5.
J. F. Hair Jr., G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, and S. Ray, Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Cham, Switzerland: Springer, 2022, doi: 10.1007/978-3-030-80519-7.
F. H. Kristanto, H. W. Rahma, and M. Nahrowi, “Factors Affecting E-Commerce Customer Loyalty in Indonesia,” Jurnal Syntax Transformation, vol. 3, no. 9, pp. 1150–1164, 2022, doi: 10.46799/jst.v3i09.613.
M. Sugiat and A. Sudirman, “Model Analysis of the Mediation Effect of Customer Satisfaction on Customer Loyalty in Mitratel Companies: The Role of CRM and Company Reputation as Predictors,” Jurnal Manajemen Indonesia, vol. 24, no. 1, pp. 105–120, 2024, doi: 10.25124/jmi.v24i1.7353.
T. N. Aini, “Pengaruh Kepuasan dan Kepercayaan terhadap Loyalitas Pelanggan dengan Komitmen sebagai Variabel Intervening,” Entrepreneurship Bisnis Manajemen dan Akuntansi, vol. 1, no. 2, pp. 88–98, 2020, doi: 10.37631/e-bisma.v1i2.194.
R. Septiano and L. Sari, “Determination of Consumer Loyalty Through Customer Satisfaction,” Dinasti International Journal of Economics, Finance & Accounting, vol. 1, no. 5, pp. 865–878, 2020, doi: 10.38035/dijefa.v1i5.622.