The Effect of Digital Transformation, User Experience, and User Interface on Customer Loyalty in Technology Startups in Bandung

Authors

  • Frans Sudirjo Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
  • Dewi Endah Fajariana Sekolah Tinggi Penerbangan Aviasi Jakarta
  • Arnes Yuli Vandika Universitas Bandar Lampung
  • Unggul Sagena Program Vokasi Universitas Indonesia

DOI:

https://doi.org/10.58812/wsis.v2i09.1305

Keywords:

Digital Transformation, User Experience, User Interface, Customer Loyalty, Technology Startups

Abstract

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.

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Published

2024-09-30

How to Cite

Sudirjo, F., Fajariana, D. E., Vandika, A. Y., & Sagena, U. (2024). The Effect of Digital Transformation, User Experience, and User Interface on Customer Loyalty in Technology Startups in Bandung. West Science Interdisciplinary Studies, 2(09), 1850–1856. https://doi.org/10.58812/wsis.v2i09.1305

Issue

Vol. 2 No. 09 (2024): West Science Interdisciplinary Studies

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Articles

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Copyright (c) 2024 Frans Sudirjo, Dewi Endah Fajariana, Arnes Yuli Vandika, Unggul Sagena

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