The Effect of Digital Transformation, User Experience, and User Interface on Customer Loyalty in Technology Startups in Bandung
DOI:
https://doi.org/10.58812/wsis.v2i09.1305Keywords:
Digital Transformation, User Experience, User Interface, Customer Loyalty, Technology StartupsAbstract
This study investigates the influence of digital transformation, user experience (UX), and user interface (UI) on customer loyalty in technology startups in Bandung, Indonesia. A quantitative approach was employed, with data collected from 150 respondents using a Likert scale ranging from 1 to 5. The data were analyzed using SPSS version 26, and multiple regression analysis was used to determine the significance of the relationships between the variables. The results reveal that digital transformation, UX, and UI all have positive and significant effects on customer loyalty, with UX being the strongest predictor. These findings provide important insights for technology startups in Bandung, suggesting that enhancing digital processes, optimizing UX, and refining UI design can foster greater customer loyalty. This study contributes to the growing body of literature on the role of digital transformation and customer-centric design in building long-term customer relationships in the startup ecosystem.
References
G. Gupta and I. Bose, “Digital transformation in entrepreneurial firms through information exchange with operating environment,” Inf. Manag., vol. 59, no. 3, p. 103243, 2022.
H. Malik, G. Chaudhary, and S. Srivastava, “Digital transformation through advances in artificial intelligence and machine learning,” J. Intell. Fuzzy Syst., vol. 42, no. 2, pp. 615–622, 2022.
U. Gunasilan, “Entrepreneurship as a Driver of the Digital Transformation,” Int. Rev. Manag. Mark., vol. 9, no. 5, p. 23, 2019.
S. Choudhary, I. Thomas, M. Bahrami, and M. Sumioka, “Accelerating the digital transformation of business and society through composite business ecosystems,” in Advanced Information Networking and Applications: Proceedings of the 33rd International Conference on Advanced Information Networking and Applications (AINA-2019) 33, Springer, 2020, pp. 419–430.
T. Ablyazov, J. Asaturova, and V. Koscheyev, “Digital technologies: new forms and tools of business activity,” in SHS Web of Conferences, EDP Sciences, 2018, p. 4.
S. Vaska, M. Massaro, E. M. Bagarotto, and F. Dal Mas, “The digital transformation of business model innovation: A structured literature review,” Front. Psychol., vol. 11, p. 539363, 2021.
Z. Van Veldhoven and J. Vanthienen, “Digital transformation as an interaction-driven perspective between business, society, and technology,” Electron. Mark., vol. 32, no. 2, pp. 629–644, 2022.
M. Wißotzki, K. Sandkuhl, and J. Wichmann, “Digital innovation and transformation: approach and experiences,” Archit. Digit. Transform. Digit. Business, Technol. Decis. Support. Manag., pp. 9–36, 2021.
P. Zaharias and B. Mehlenbacher, “Exploring User Experience (UX) in virtual learning environments,” Int. J. Hum. Comput. Stud., vol. 70, no. 7, pp. 475–477, 2012.
F. Lachner, P. Naegelein, R. Kowalski, M. Spann, and A. Butz, “Quantified UX: Towards a common organizational understanding of user experience,” in Proceedings of the 9th Nordic conference on human-computer interaction, 2016, pp. 1–10.
C. Kraft, User experience innovation: User centered design that works. Apress, 2012.
A. Marcus, “Design, User Experience, and Usability: Design Thinking and Methods,” in Lecture Notes in Computer Science, 2016.
D. Benyon and A. Resmini, “User experience in cross-channel ecosystems,” 2017.
O. S. Joel, A. T. Oyewole, O. G. Odunaiya, and O. T. Soyombo, “The impact of digital transformation on business development strategies: Trends, challenges, and opportunities analyzed,” World J. Adv. Res. Rev., vol. 21, no. 3, pp. 617–624, 2024.
P. Singh, S. Kautish, A. Singh, U. Siddiqui, and A. Kumar, “Digital Transformation Strategy in Business: A Systematic Literature Review and Future Research Agenda,” Using Strateg. Anal. Bus. Value Creat. Compet. Advant., pp. 1–28, 2024.
H. E. Adama and C. D. Okeke, “Digital transformation as a catalyst for business model innovation: A critical review of impact and implementation strategies,” Magna Sci. Adv. Res. Rev., vol. 10, no. 02, pp. 256–264, 2024.
V. Gupta, H. Choudhary, and D. A. Mehta, “Pioneering Digital Transformation in a Future-Ready World,” Int. J. Adv. Res. Sci. Commun. Technol., 2024.
A. Mosumova, H. Seleznova, and O. Haharinov, “Business digitalization: international experience,” Ukr. J. Appl. Econ. Technol., vol. 9, no. 2, pp. 323–328, 2024, doi: 10.36887/2415-8453-2024-2-55.
G. Pandey, D. Bhasin, P. Thakur, S. Gonge, R. Joshi, and K. Kotecha, “Obsessive UX: Role of UX & Heuristic Evaluation in Building A Product that Attracts Human Emotions,” in 2023 IEEE 8th International Conference for Convergence in Technology (I2CT), IEEE, 2023, pp. 1–5.
A. Rana, “UX Audit: A comprehensive review of methodologies and best practices for evaluating user experiences,” Int. J. Arts Archit. Des., vol. 2, no. 1, pp. 53–54, 2024.
A. Y. Kurniawan, E. Sany, and M. Megawaty, “PENERAPAN UI/UX PADA E-COMMERCE BATIK JAMBI DUO SERANGKAI BERBASIS WEB (STUDI KASUS GERAI BATIK JAMBI DUO SERANGKAI),” J. Manajamen Inform. Jayakarta, vol. 4, no. 1, pp. 114–125, 2024.
B. T. Familoni and S. O. Babatunde, “User experience (UX) design in medical products: theoretical foundations and development best practices,” Eng. Sci. Technol. J., vol. 5, no. 3, pp. 1125–1148, 2024.
J. Van der Linden, C. Hellemans, F. Amadieu, E. Vayre, and C. Van De Leemput, “User Experience (UX) with Mobile Devices: A Comprehensive Model to Demonstrate the Relative Importance of Instrumental, Non-Instrumental, and Emotional Components on User Satisfaction,” Int. J. Human–Computer Interact., pp. 1–12, 2024.
M. Quaresma, M. M. Soares, and M. Correia, “UX Concepts and Perspectives–From Usability to User-Experience Design,” in Handbook of Usability and User-Experience, CRC Press, 2022, pp. 3–16.
K. Y. Zamri and H. K. Tan, “Evaluating Educational Game via User Experience (UX) and User Interface (UI) Elements,” Educ. J. Soc. Sci., vol. 8, pp. 1–9, 2022.
R. R. Oprasto and L. Damayanti, “Penerapan UI/UX Pada Perancangan Sistem Informasi Penjadwalan Study Case SMK Negeri 2 Kota Tangerang Selatan,” J. Pepadun, vol. 4, no. 2, pp. 215–224, 2023.
A. Miryanda, “PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada PT. Tiki Jalur Nugraha Ekakurir (JNE) Cabang Medan Marelan),” J. Mahkota Bisnis, vol. 2, no. 1, 2023.
T. V Kirillova and E. A. Zyk, “Consumer loyalty: a critical analysis of approaches towards definition,” Res. Result Bus. Serv. Technol., 2023.
R. Suriansha, “The Role of Customer Loyalty on Customer Retention in Retail Companies,” 2023.
V. Sajin, A. Sajin, and I. Țvigun, “Evaluarea impactului tehnicilor de fidelizare pe piața serviciilor din Republica Moldova,” 2023.
E. I. Khalif, “Formation of consumer loyalty in the field of digital ecosystem products,” Entrep. s Guid., vol. 17, no. 3, 2024.
Y. Chen, “A Study of The Mutual Influence Between Relationship Marketing and Customer Loyalty,” Highlights Business, Econ. Manag., vol. 37, pp. 259–265, 2024.
G. A. I. Purnami and I. G. Sanica, “Digital Smart Branch Innovation: Increase Customer Satisfaction and Loyalty Through Quality Service,” EKOMBIS Rev. J. Ilm. Ekon. dan Bisnis, vol. 12, no. 3, pp. 3093–3108, 2024.
S. Rusnaini, M. Ariyanto, S. Jessika, W. Pratiwi, and E. Marlina, “The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption,” Enigm. Econ., vol. 2, no. 1, pp. 69–80, 2024.
N. R. S. Kedaton, A. M. Sadat, and D. A. P. Sari, “The Effect of E-Trust, Information Quality and User Interface Quality on E-Customer Loyalty Through E-Satisfaction as an Intervening Variable:(Study on Tokopedia Users in Jabodetabek),” Int. J. Educ. Soc. Stud. Manag., vol. 4, no. 2, pp. 720–733, 2024.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Frans Sudirjo, Dewi Endah Fajariana, Arnes Yuli Vandika, Unggul Sagena
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.