Digital Marketing Strategies and Customer Loyalty: The Mediating Role of Brand Equity in Online Consumer Behavior

Agus Cholik; Andi Kurniawati

doi:10.62794/je3s.v7i5.506

Authors

Agus Cholik Universitas Esa Unggul, Indonesia
Andi Kurniawati Akademi Akuntansi Effendiharahap (EFHAR) Semarang, Indonesia

DOI:

https://doi.org/10.62794/je3s.v7i5.506

Keywords:

Digital Marketing Strategies, Brand Equity, Customer Loyalty, Online Consumer Behavior, SEM-PLS

Abstract

This study examines the relationships among Digital Marketing Strategies, Brand Equity, and Customer Loyalty among online consumers in DKI Jakarta and West Java, Indonesia. A quantitative cross-sectional survey was conducted with 400 respondents selected through purposive and quota sampling, with equal representation from the two regions. Respondents evaluated one brand they had purchased online, and the constructs were measured using a five-point Likert scale. Data were screened in Microsoft Excel and SPSS and analyzed using Partial Least Squares Structural Equation Modeling in SmartPLS 4. The reported results indicate that Digital Marketing Strategies were not statistically associated with Customer Loyalty at the 5% significance level (β = 0.218, p = 0.063), whereas Digital Marketing Strategies were positively associated with Brand Equity (β = 0.701, p < 0.001), and Brand Equity was positively associated with Customer Loyalty (β = 0.400, p < 0.001). The reported indirect effect through Brand Equity also did not meet the 5% significance criterion (β = 0.152, p = 0.067). These findings suggest that, within this sample, digital marketing perceptions were more closely related to consumer-based brand value than to loyalty directly. The study contributes by examining a multi-touchpoint view of Digital Marketing Strategies and by distinguishing brand-building outcomes from loyalty formation. The cross-sectional design, self-reported data, and geographically bounded sample limit causal and broader population inferences.

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