E-Service Quality And Brand Image on E-Loyalty Through E-Customer Satisfaction in Mypertamina

Amanda Christabel; Arihta Tarigan

doi:10.37479/jeej.v8i3.38030

E-Service Quality And Brand Image on E-Loyalty Through E-Customer Satisfaction in Mypertamina

Amanda Christabel, Arihta Tarigan

Abstract

A research was conducted into the role of e-service quality and brand image as determinants of e-loyalty, with e-customer satisfaction positioned as an intervening variable, among MyPertamina application users in the Jabodetabek region. A quantitative survey approach was employed, whereby a Likert-scale instrument was administered to 107 purposively sampled respondents; the data were subsequently analyzed through SPSS and the Sobel test. No statistically significant direct relationship was detected between e-service quality and e-loyalty. However, when e-customer satisfaction was introduced as a mediating construct, meaningful indirect effects on e-loyalty were demonstrated to be produced by both e-service quality and brand image. On this basis, e-customer satisfaction is identified as an indispensable intermediary mechanism through which perceptions of digital service performance and brand associations are translated into enduring loyalty behavior. Accordingly, improvements encompassing digital service quality, brand positioning, and user satisfaction are recommended for the cultivation of e-loyalty within the MyPertamina platform.

Keywords

e-service quality; brand image; e-customer satisfaction; e-loyalty; MyPertamina

Full Text:

PDF

References

Al Firdaus, M. Y., & Rachmawati, I. . (2024). The Influence of E-Service Quality on Customer Loyalty Through Customer Satisfaction Among Livin’ by Mandiri Users. International Journal of Social Science and Business, 8(1), 142–150. https://doi.org/10.23887/ijssb.v8i1.69777

Areiza-Padilla, J. A., & Galindo-Becerra, T. (2022). The importance of e-service quality in the livestreaming music concert business. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2022.2051791

Arifin, D. J. A., Nisaa, C. A. K., Pratiwi, S. A., Azzahra, N., & Rafidah, P. D. (2025). Tinjauan yuridis implikasi monopoli Pertamina dalam kebijakan satu pintu terhadap investasi sektor hilir migas. Jurnal Ilmiah Multidisiplin Ilmu, 2(5), 269–276. https://doi.org/10.69714/72kg0x03

Ata, S., Öney, M., & Baydaş, A. (2025). Examining the impact of online brand experience and e-service quality on e-loyalty and brand image. International Journal of Management Research and Emerging Sciences, 15(1). https://doi.org/10.56536/ijmres.v15i1.738

Badan Pusat Statistik. (2025, March 11). Distribusi persentase produk domestik bruto atas dasar harga berlaku menurut lapangan usaha (persen), 2024.

Bhattacharya, I., & Mulay, R. (2024). Perception of Indian customers towards e-service quality and its effect on consumer happiness, retention, and loyalty. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2413374

Bima Triatmojo, Sefnedi, Reni Yuliviona. "Exploring the Relationship between E-Service Quality and E-Promotion on E-Customer Loyalty: The Mediating Role of E-Customer Satisfaction" International Research Journal of Economics and Management Studies, Vol. 4, No. 1, pp. 16-26, 2025.

Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Routledge. https://doi.org/10.4324/9780203771587

El-Gamal, S., El Aziz, R. A., & Abouelseoud, M. F. (2022). E-government service quality: The moderating role of awareness and the mediating role of consistency. International Journal of Electronic Government Research, 18(1), 1–21. https://doi.org/10.4018/IJEGR.288072

Ellitan, L., Lim, S. F., & Kristanti, M. M. (2023). The influence of e-service quality and brand image on customer loyalty through customer satisfaction on “Bibit” application users. Research in Management and Accounting, 6(2), 104–118. https://doi.org/10.33508/rima.v6i2.4490

Fadilatussakinah, F., & Septrizola, W. (2025). The effect of e-service quality on e-loyalty with e-satisfaction as a mediation among GoFood users in the city of Padang. Jurnal Ekonomi Manajemen Sistem Informasi, 7(1), 286–296. https://doi.org/10.38035/jemsi.v7i1.6232

Firdaus, M. A., & Rachmawati, I. (2024). The influence of e-service quality on customer loyalty through customer satisfaction among Livin’ by Mandiri users.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Education.

Hassan, H. E. (2024). The role of mobile shopping service quality in enhancing customers’ m-satisfaction, m-loyalty, and e-word of mouth. Future Business Journal, 10(1). https://doi.org/10.1186/s43093-024-00396-4

Hoppe, F., Baijal, A., Chang, W., Chadna, S., & Hoong, F. W. (2023, November). e-Conomy SEA 2023. Bain & Company.

Idris, M. (2022, June 30). Dicap menyusahkan, aplikasi MyPertamina dihujani review bintang 1. Kompas.com. https://money.kompas.com/read/2022/06/30/174411926/dicap-menyusahkan-aplikasi-mypertamina-dihujani-review-bintang-1

Worldometer. (2024). Oil Consumption by Country - Worldometer. Www.worldometers.info. https://www.worldometers.info/oil/oil-consumption-by-country/

Jefrisani, R. (2025, March 12). Krisis branding Pertamax. Inilah.com. https://www.inilah.com/krisis-branding-pertamax

Khan, F. N., Arshad, M. U., & Munir, M. (2023). Impact of e-service quality on e-loyalty of online banking customers in Pakistan during the COVID-19 pandemic: Mediating role of e-satisfaction. Future Business Journal, 9(1). https://doi.org/10.1186/s43093-023-00201-8

Kowalska, M. (2021). ScienceDirect-NC-ND license. Procedia Computer Science, 192. https://doi.org/10.1016/j.procs.2021.09.111

Li, J., & Lee, G. (2024). The role of broadcasters and brand image in

improving consumer loyalty: Evidence from live streaming on Chinese social platforms. SAGE Open, 14(1). https://doi.org/10.1177/21582440241239457

Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1968206

Mufid, A. (2022). Aplikasi MyPertamina kurang responsif, masyarakat mengeluh. Indonesiana.id. https://www.indonesiana.id/read/155927

Nirwana, I., Yeni, A., & Hijrah, T. A. (2024). Pengaruh kepuasan konsumen SPBU melalui digitalisasi dan kualitas pelayanan. Jurnal Manajemen Dirgantara, 17(2), 405–414. https://doi.org/10.56521/manajemen-dirgantara.v17i2.1274

Novitasari, G. R., & Marliani, E. L. (2025). The influence of e-service quality and e-trust on e-loyalty mediated by e-customer satisfaction among Tokopedia users in Bandung city. COSTING: Journal of Economic, Business and Accounting, 8(2).

Pham, L., Limbu, Y. B., Le, M. T. T., & Nguyen, N. L. (2023). E-government service quality, perceived value, satisfaction, and loyalty: Evidence from a newly emerging country. Journal of Public Policy, 43(4), 812–833. https://doi.org/10.1017/S0143814X23000296

Putra, I. G. W. S. C., & Ginting, J. A. (2022). Analisa Faktor-faktor yang mempengaruhi minat generasi Z dalam menggunakan Aplikasi Bank Digital di Indonesia. Ekuitas: Jurnal Pendidikan Ekonomi, 10(2), 306-318.

Putri, R. M., Zulkarnain, Z., & Samsir, S. (2024). Pengaruh e-trust dan e-service quality terhadap e-satisfaction dan e-loyalty konsumen Gen Z pada e-commerce Tokopedia. Jurnal Manajemen Dayasaing, 26(1), 21–41. https://doi.org/10.23917/dayasaing.v26i1.4807

Qatawneh, M., Alkhawaldeh, M., Rjoub, H., Almuiet, M., & Sharahili, Y. (2024). The mediating role of e-satisfaction in the relationship between e-service quality and e-loyalty: Evidence from e-government. International Journal of Data and Network Science, 8(2), 989–998.

Riyadi, S. A., Suhud, U., & Usman, O. (2023). Pengaruh e-service quality dan brand image terhadap e-satisfaction dan e-loyalty pada pengguna TikTok Shop. Jurnal Bisnis, Manajemen, dan Keuangan, 4(1). https://doi.org/10.21009/jbmk.0401.01

Sun, P., Li, L., Hossain, M. S., Ray, S., & Law, K. A. (2025). Predicting and explaining customer satisfaction: A deep learning and sentiment analysis of emotional impacts. Acta Psychologica, 260, 105597. https://doi.org/10.1016/j.actpsy.2025.105597

Tarigan, A., Sesilia, S., Kurniadi, R. A., & Gabriella, N. (2025). The Influence of Brand Ambassadors and Brand Image on Interest in Purchasing Scarlett Whitening Products. Jambura Economic Education Journal, 7(1), 44-58.

Tarigan, A., & Wijaya, H. (2024). Analisa Pengaruh Kenaikan Tarif, Kemudahan, Dan Citra Merek Terhadap Minat Berkendara Ojek Online. Jambura Economic Education Journal, 6(1), 1-16.

Tirtayasa, S., Jufrizen, J., Pirari, W. S., & Sari, M. (2024). E-satisfaction and e-loyalty: The role of brand image and e-service quality. Ekuitas: Jurnal Ekonomi dan Keuangan, 8(1), 1–26. https://doi.org/10.24034/j25485024.y2024.v8.i1.5677

Wahid, A., & Afifah, V. (n.d.). Increasing e-loyalty of e-commerce users through e-satisfaction and e-trust. https://doi.org/10.31933/dijms.v4i3

Worldometer. (2024). Oil consumption by country (2024).

Yaqub, M. Z., & Al-Sabban, A. S. (2023). Knowledge sharing through social media platforms in the Silicon age. Sustainability, 15(8), 6765. https://doi.org/10.3390/su15086765

Yanti, A. R., Kueain, B. C. D., Faridah, U. F., & Suharyanto, S. (2025). Pengaruh digital marketing dan kualitas layanan terhadap loyalitas konsumen pada aplikasi Grab. Manajemen: Jurnal Ekonomi, 7(1), 150–159. https://doi.org/10.36985/xxbvzh24

Yuwono, D., & Anggiani, S. (2024). The effect of e-service quality and brand image on e-satisfaction with customer loyalty as an intervening variable. Jurnal Bisnis Strategi, 33(1), 45–70. https://doi.org/10.14710/jbs.33.1.45-70

DOI: https://doi.org/10.37479/jeej.v8i3.38030