Customer-Based Brand Equity and Digital Fitness Platform Loyalty in JABODETABEK
Abstract
Digital fitness platforms have expanded rapidly, but low switching barriers make sustained loyalty difficult. This study examines how digital fitness platform quality relates to long-term loyalty among users in Jabodetabek through customer experience and customer-based brand equity (CBBE). An online survey of 300 users was analyzed using a two-stage composite structural model with reflective first-order scores, a formative higher-order CBBE composite, and 5,000 bootstrap resamples. Platform quality was positively associated with customer experience (β=.703) and CBBE (β=.148), while customer experience was positively associated with CBBE (β=.533). CBBE showed the strongest positive association with long-term loyalty (β=.743). The direct effect of platform quality on loyalty was nonsignificant, whereas the direct effect of customer experience became negative after CBBE was controlled (β=−.391). Positive indirect effects occurred through CBBE (β=.110) and through the serial customer experience–CBBE pathway (β=.279), while the experience-only indirect effect was negative (β=−.275). These findings indicate competitive mediation: customer experience supports retention when it strengthens recognizable and favorable brand equity.
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