Customer satisfaction and loyalty in the digital era: a survey on a leading travel startup application in Indonesia

In an increasingly competitive market, this study investigates how emerging travel companies in Indonesia can enhance customer satisfaction and loyalty. The research examines the influence of five critical factors—application performance, service quality, product diversity, social media marketing, and customer loyalty programs—on customer satisfaction and loyalty in the digital era. Data from 422 respondents, collected via social media networks, were analyzed using structural equation modeling (SEM) with Warp PLS 7.0. Results show that all factors, except product diversity, significantly affect customer satisfaction, which in turn strongly predicts customer loyalty. This study highlights the importance of customer satisfaction as a precursor to loyalty and provides actionable insights for managers to improve customer engagement and retention. By prioritizing key drivers of satisfaction, travel startups in Asia can build stronger relationships with their customers, increasing their chances of long-term success in a dynamic digital market.