Building Customer Loyalty through Product Quality and Digital Touchpoints: The Mediating Role of Brand Image
Published:
2026-10-08Downloads
Abstract
This study examined customer loyalty in the Indonesian water quality monitoring system (WQMS) market by testing product quality and digital touchpoints as antecedents and brand image as a mediator. A cross-sectional survey collected 195 responses from three roles in each of 65 institutional customer companies of PT Buana Biru Teknindo. Data were analyzed with PLS-SEM in SmartPLS 4 using 5,000 bootstrap subsamples. Product quality and digital touchpoints positively affected brand image. Product quality and brand image positively affected customer loyalty, whereas the direct digital touchpoint-loyalty path was not significant. Brand image partially mediated the effect of product quality and fully mediated the effect of digital touchpoints on loyalty. The model explained 30.1% of brand image and 37.3% of customer loyalty. These findings indicate that dependable product performance can build loyalty directly, but digital interactions create loyalty only when they strengthen a credible brand image. WQMS suppliers should integrate technical reliability, regulatory evidence, responsive digital after-sales support, and consistent cross-channel communication. The nested respondent structure and cross-sectional design require cautious causal interpretation.
Keywords:
Product Quality Digital Touchpoints Brand Image Customer Loyalty WQMSReferences
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Copyright (c) 2026 Bayu Luqman, Herdiyana, Sufri Anan
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