Digital Brand Experience and Reputation Building In Sustainable Urban Mobility

Harys Kristanto; Muhammad Aria Armada  Djojosugito

doi:10.36914/jikb.v12.i1.477

Penulis

Harys Kristanto Universitas Sains Indonesia Author
Muhammad Aria Armada Djojosugito Universitas Sains Indonesia Author

DOI:

https://doi.org/10.36914/jikb.v12.i1.477

Kata Kunci:

pengalaman merek digital, ketahanan digital, efisiensi lingkungan, indeks reputasi, mobilitas perkotaan berkelanjutan

Abstrak

Transformasi digital telah mempercepat pengembangan mobilitas perkotaan berkelanjutan, namun masih terbatas penelitian yang menjelaskan bagaimana kualitas teknologi mampu mendorong keberlanjutan melalui pengalaman pengguna dan reputasi, khususnya pada kota-kota berkembang di Indonesia. Penelitian ini bertujuan menganalisis pengaruh kualitas sistem, kualitas informasi, dan eco-efficiency terhadap digital brand experience serta menguji peran mediasi digital brand experience dan reputation quotient dalam meningkatkan resilience dan sustainable urban mobility. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data diperoleh dari 360 pengguna aplikasi transportasi digital di Lampung, Palembang, dan Medan yang dianalisis menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas sistem (β = 0,281), kualitas informasi (β = 0,302), dan eco-efficiency (β = 0,268) berpengaruh positif dan signifikan terhadap digital brand experience. Selanjutnya, digital brand experience meningkatkan reputation quotient (β = 0,546), yang berdampak positif terhadap resilience (β = 0,429) dan sustainable urban mobility (β = 0,357). Digital brand experience juga berpengaruh langsung terhadap sustainable urban mobility (β = 0,284). Analisis mediasi membuktikan bahwa digital brand experience dan reputation quotient memediasi sebagian hubungan antara kualitas teknologi dan mobilitas berkelanjutan. Temuan ini menegaskan bahwa keberhasilan transformasi digital bergantung pada pengalaman pengguna dan reputasi yang mampu memperkuat ketahanan serta mendorong mobilitas perkotaan berkelanjutan.

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