The Influence of Digital Customer Experience on Customer Satisfaction in E-Commerce in Indonesia

Abstract

Indonesia, which is driven by the growth of digitalization and changes in consumer behavior. Digital Customer Experience (DCX) has become one of the key determining factors in maintaining customer satisfaction, especially in the midst of fierce competition in the industry. Although many studies have examined other factors such as price and product quality, the influence of customer digital experience on customer satisfaction still needs to be researched more deeply in the Indonesian context. This study aims to analyze the influence of Digital Customer Experience on customer satisfaction in e-commerce in Indonesia. The focus is on identifying the key elements of DCX that affect customer satisfaction, such as user interface, service speed, and personalization. The method used in this study is a quantitative method with a survey approach. Data was collected through questionnaires shared with e-commerce customers in Indonesia. The sample consisted of 200 randomly selected respondents. Data analysis was carried out using linear regression techniques to see the relationship between the variables studied. The results of the study show that Digital Customer Experience has a significant influence on customer satisfaction. User interface and personalization elements are the most influential factors in increasing customer satisfaction. This research provides insights for e-commerce managers in Indonesia to focus more on improving the digital customer experience to increase loyalty and satisfaction.