Pengaruh Customer Experience, Brand Trust dan Digital Engagement Terhadap Loyalitas Pelanggan Kartu Prabayar Telkomsel (Studi Pada Mahasiswa Pengguna Kartu Prabayar Telkomsel di Malang)

Abstract

Abstract

This study aims to analyze and measure the influence of Customer Experience, Brand Trust, and Digital Engagement on Customer Loyalty among university students using Telkomsel prepaid cards in Malang City. Using an associative quantitative approach, the research involved 100 respondents determined through the Slovin formula and selected using the Proportional Sampling technique. The regression analysis results show that simultaneously, Customer Experience, Brand Trust, and Digital Engagement have a positive and significant effect on Customer Loyalty, with an explanatory power of 56.6%. Partially, all three variables are also significant. A specific hierarchy of influence was identified, where Digital Engagement is the most dominant predictor, followed by Customer Experience, while Brand Trust serves as a fundamental factor. Although the perception of independent variables falls into the “Good” to “Very Good” categories, overall Customer Loyalty is categorized as “Moderate,” indicating potential vulnerability in behavioral loyalty.

Keywords: Customer Experience, Brand Trust, Digital Engagement, Customer Loyalty, Telkomsel Prepaid Card, Multiple Linear Regression, Digital Native, Action Loyalty