Pengalaman Pelanggan Digital dan Personalisasi Layanan dalam Membangun Loyalitas Konsumen melalui Kepercayaan Digital pada Platform E-Commerce

Abstract

The rapid growth of e-commerce has intensified competition among digital platforms in building and maintaining consumer loyalty. Digital customer experience and service personalization have become increasingly important for creating relevant interactions, while digital trust remains essential due to concerns regarding security, privacy, and transaction reliability. This study examines the effects of digital customer experience and service personalization on consumer loyalty, both directly and indirectly through digital trust. A quantitative explanatory research design was employed involving 200 e-commerce consumers selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that digital customer experience and service personalization positively affect digital trust and consumer loyalty. Digital trust also positively influences consumer loyalty and partially mediates the effects of digital customer experience and service personalization on loyalty. These findings demonstrate that consumer loyalty is shaped not only by convenient and personalized digital interactions but also by consumers’ confidence in platform reliability. The study implies that e-commerce platforms should integrate customer experience improvement and service personalization with stronger security, privacy protection, and transparency to sustain long-term consumer relationships.