The Effect of Digital Marketing and Service Quality on Customer Loyalty Among E-Commerce Users in Indonesia
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study examines the effects of digital marketing and service quality on customer loyalty among e-commerce users in Indonesia. Using a quantitative explanatory cross-sectional design, primary data were collected from 150 active e-commerce users in Jakarta, Surabaya, and Semarang through a structured online questionnaire employing a five-point Likert scale. The data were analyzed using multiple linear regression with SPSS version 26, preceded by validity, reliability, normality, multicollinearity, and heteroscedasticity testing. The results indicate that digital marketing has a positive and significant effect on customer loyalty (β = 0.412; t = 5.87; p < 0.05), while service quality also has a positive and significant effect on customer loyalty (β = 0.386; t = 5.21; p < 0.05). The simultaneous regression model is statistically significant and explains 50.7% of the variance in customer loyalty (R² = 0.507). Digital marketing demonstrates a slightly stronger contribution than service quality, although both factors have relatively comparable effects on loyalty. The findings indicate that promotional engagement and consistent service delivery should be developed concurrently to strengthen repeat purchases, referrals, and resistance to competing platforms. The study contributes empirical evidence to e-commerce marketing management and offers practical guidance for integrating digital marketing strategies with service quality improvements to foster sustainable customer loyalty.
DOI: 10.65310/rqy88f18
Institutions: Indonesia Open University, Diponegoro University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7204055977