Enhancing Loyalty in Indonesian Digital MSMEs: A User Interface Quality Perspective with Novelty Mediation and Moderation Factors
Keywords:
User Interface Quality, Emotional Experiential Value, Security Perception, Privacy Perception, Gamification, Loyalty.Abstract
This study examines the determinants of user loyalty in the e-commerce industry, with a specific focus on the UMKM Bangkit mobile application in Indonesia. Using the hypothetico-deductive method, this study investigates six concepts: user interface quality, emotional experiential value, security and privacy perception, gamification elements, and loyalty. The findings from the study, which involved 400 participants and utilized SmartPLS, indicate that user interface quality has a considerable impact on loyalty. Emotional value mediates this impact. Although the quality of the user interface has a beneficial impact on how users perceive security and privacy, it does not immediately improve loyalty or act as a mediator. Gamification elements do not mitigate the link between user interface quality and loyalty. Improving the user interface and promoting emotional connection are essential for strengthening user loyalty. Future studies should concentrate on overcoming sample process restrictions and taking into account the unique context of the research. This study offers significant insights for improving user experiences and cultivating loyalty on digital platforms.
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