Ramadanti, Novita Wulan (2026) Pengaruh Customer Experience dan Digital Promotion terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada Aplikasi Traveloka (Studi pada Mahasiswa Surabaya Timur). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing competition among Online Travel Agent (OTA) platforms requires companies to understand factors that influence customer loyalty. Previous studies have examined the relationships between customer experience, digital promotion, customer satisfaction, and customer loyalty; however, empirical findings regarding the mediating role of customer satisfaction remain inconsistent, particularly in the context of OTA services in Indonesia. This study aims to analyze the effect of customer experience and digital promotion on customer loyalty through customer satisfaction among Traveloka users in East Surabaya. A quantitative approach was employed using purposive sampling involving 150 respondents who had used the Traveloka application. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The results indicate that customer experience and digital promotion have positive and significant effects on customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction significantly mediates the relationship between customer experience and customer loyalty as well as between digital promotion and customer loyalty. This study contributes to the customer loyalty literature by confirming the mediating role of customer satisfaction in the OTA industry and providing empirical evidence from Traveloka users in East Surabaya. Keywords: Customer Experience, Digital Promotion, Customer Satisfaction, Customer Loyalty, Traveloka.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Novita Wulan Ramadanti | ||||||||
| Date Deposited: | 22 Jul 2026 03:32 | ||||||||
| Last Modified: | 22 Jul 2026 03:32 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56882 |
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