The Significant Effects On Customer Loyalty In E-Commerce Platforms with Customer Satisfaction as An Intervening Variable at PT Artajasa Pembayaran Elektronis

Abstract

This study examines the influence of business model innovation, consumer trust, and service quality on customer loyalty in digital payment ecosystems, with customer satisfaction functioning as an intervening variable. The rapid development of digital technology and the expansion of Indonesia’s cashless economy have intensified competition among electronic payment platforms, requiring companies such as PT Artajasa Pembayaran Elektronis to continuously innovate while maintaining high levels of trust and service quality. A literature survey was conducted using 20 national and international journal articles published between 2020 and 2025, selected based on relevance to the key variables and methodological rigor. The analysis reveals that digital-driven business model innovation enhances value creation and strengthens customer engagement, while consumer trust—rooted in system security, privacy, and service reliability—plays a critical role in shaping satisfaction and loyalty. Service quality, particularly in terms of responsiveness, accuracy, and ease of use, is shown to significantly improve customer satisfaction, which subsequently mediates loyalty outcomes. The results underscore that customer loyalty cannot be achieved through a single organizational effort; rather, it emerges from the integrated impact of innovation, trust, service quality, and satisfaction. The study concludes that PT Artajasa should prioritize customer-centric innovation, strengthen security infrastructure, and deliver consistent service excellence to sustain loyalty in an increasingly competitive digital payment landscape.
Keywords: Business Model Innovation, Consumer Trust, Service Quality, Customer Satisfaction, Customer Loyalty.