Digital Transformation in Fuel Payment and Its Impact on User Experience and Loyalty

The rapid digital transformation of Indonesia’s economy has led to the widespread adoption of mobile applications for various services, including fuel payment systems. This study aims to explore the relationship between e-service quality, e-satisfaction, and e-loyalty in the context of the MyPertamina mobile application. The primary objective is to examine how different dimensions of service quality, such as efficacy, emotional benefits, reliability, privacy, and customer service, influence user satisfaction and loyalty within a digital payment environment. The research employs a quantitative approach, using path analysis facilitated by the SmartPLS software, based on data collected from 246 MyPertamina users through an online questionnaire. The study finds that efficacy, emotional benefits, and customer service significantly enhance e-satisfaction, which, in turn, drives e-loyalty. However, reliability and privacy do not show a significant impact on e-satisfaction, suggesting that users prioritize functionality, emotional value, and customer support over consistency and privacy concerns. These findings have important implications for businesses and policymakers, highlighting the critical role of service quality in fostering customer loyalty in the digital payment sector. The study provides valuable insights for companies seeking to optimize user experience and engagement through mobile applications, contributing to the broader understanding of digital transformation in emerging economies.