Main Article Content
Abstract
Purpose: This study aims to examine the influence of Customer Value and Customer Experience on Customer Loyalty among consumers of Soya Drink Ciamis. The research focuses on understanding how perceived value and experiential factors contribute individually and jointly to fostering long-term customer commitment toward a local beverage brand.
Research Method: The study adopts a descriptive quantitative approach with an incidental sampling method, involving 94 respondents selected from a population of 1,498 customers. Data were analyzed using descriptive statistics, simple and multiple correlations, multiple linear regression, coefficient of determination, and hypothesis testing through t-tests and F-tests.
Results and Discussion: The results reveal that both Customer Value and Customer Experience have a positive and significant impact on Customer Loyalty. Emotional and price value dimensions were rated as the highest in terms of customer value, while sensory and relational aspects dominated the overall customer experience. Although overall loyalty was intense, improvements are needed in habitual consumption and emotional attachment. The simultaneous effect of both variables shows a more substantial influence, confirming their synergistic role in shaping loyalty behavior.
Implications: The study highlights that enhancing perceived customer value and optimizing customer experience are key strategies for strengthening loyalty. Managers should focus on emotional, social, and performance-based factors to build sustainable customer relationships.
Keywords
Article Details

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References
- Abidin, R. A., Yudistria, Y., & Ramli, A. H. (2025). The effect of customer experience, customer satisfaction, and word of mouth on customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 685–702. https://doi.org/10.37641/jimkes.v13i2.2125
- Abo ElHamd, E., Shamma, H., Saleh, M., & Elkhodary, E. (2021). Customer Engagement Value: Process, Limitations, and Future Research. Journal of Modelling in Management, 17(4), 1144–1176. https://doi.org/10.1108/JM2-12-2020-0319
- Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2024). Customer experience orientation: Conceptual model, propositions, and research directions. Journal of the Academy of Marketing Science, 52(6), 1560–1584. https://doi.org/10.1007/s11747-024-01031-y
- Basrowi, B., Ali, J., & Suyanto, T. (2022). The Customer Loyalty Research Trends: Bibliometry Analysis. National Conference on Applied Business, Education, & Technology (NCABET), 2, 1–14. https://doi.org/10.46306/ncabet.v2i1.60
- Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer perceived value: a comprehensive meta-analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/10.1177/10946705231222295
- Bourdeau, B. L., Joseph Cronin, J., & Voorhees, C. M. (2024). Customer loyalty: A refined conceptualization, measurement, and model. Journal of Retailing and Consumer Services, 81, 104020. https://doi.org/https://doi.org/10.1016/j.jretconser.2024.104020
- Croitoru, G., Capatina, A., Florea, N. V., Codignola, F., & Sokolic, D. (2024). A cross-cultural analysis of perceived value and customer loyalty in restaurants. European Research on Management and Business Economics, 30(3), 100265. https://doi.org/10.1016/j.iedeen.2024.100265
- De Keyser, A., Antonetti, P., Rouziou, M., Béal, M., Wang, Z.-H., Grégoire, Y., & Lussier, B. (2025). Understanding the B2B customer experience and journey: A convergence-based lens. Journal of Business Research, 198, 115481. https://doi.org/https://doi.org/10.1016/j.jbusres.2025.115481
- Diwayanti, N. V., Widayat, W., & Robbie, I. (2025). Assessing the role of service quality, customer experience, and perceived value as mediators on customer loyalty: evidence in Indonesian pharmacies. International Journal of Pharmaceutical and Healthcare Marketing. https://doi.org/10.1108/IJPHM-01-2025-0002
- Febriyanti, I., & Tuti, M. (2023). Assuring customer value, customer experience, and trust to improve customer loyalty. Jurnal Dinamika Manajemen Dan Bisnis, 6(2), 37–51. https://doi.org/10.21009/jdmb.06.2.3
- Fehrenbach, D., & Herrando, C. (2021). The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study. Journal of Business Research, 137, 222–232. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.08.029
- Gao, L. X., Melero-Polo, I., & Sese, F. J. (2025). The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach. Journal of Retailing. https://doi.org/10.1016/j.jretai.2025.05.004
- Hasfar, M., Militina, T., & Achmad, G. N. (2020). Effect of Customer Value and Customer Experience on Customer Satisfaction and Loyalty: PT Meratus Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01). https://doi.org/10.29040/ijebar.v4i01.909
- Hollebeek, L. (2024). “Customer Engagement in Evolving Technological Environments.” European Journal of Marketing, 53, 1665–1670.
- Ingepuri, P., Lubis, T. A., & Solikhin, A. (2025). Pengaruh Pengalaman Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan dengan Nilai yang Dirasakan (Perceived Value) sebagai Variabel Mediasi pada Usaha Kecil di Kabupaten Muaro Jambi. Ekonomis: Journal of Economics and Business, 9(1), 309–317. https://doi.org/10.33087/ekonomis.v9i1.2353
- Jumawar, E., & Nurmartian, E. (2021). Pengaruh Customer Experience Dan Customer Value Terhadap Customer Loyalty Indihome (Pada Pelanggan Indihome Area Gegerkalong). Journal Competency of Business, 5(2), 102–111. https://doi.org/10.47200/jcob.v5i02.1094
- Keski-Mattinen, T., Kälviäinen, M., & Ahola, M. (2024). Concept and general conceptual features of customer experience. Computer, 0.
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- Koo, B., Yu, J., & Han, H. (2020). The Role of Loyalty Programs in Boosting Hotel Guest Loyalty: The Impact of Switching Barriers. International Journal of Hospitality Management, 84, 102328. https://doi.org/https://doi.org/10.1016/j.ijhm.2019.102328
- Kuppelwieser, V. G., & Klaus, P. (2021). Measuring Customer Experience Quality: The EXQ Scale Revisited. Journal of Business Research, 126, 624–633. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.01.042
- Le, M. T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
- Makudza, F. (2020). Augmenting customer loyalty through customer experience management in the banking industry. Journal of Asian Business and Economic Studies, 28(3), 191–203. https://doi.org/10.1108/JABES-01-2020-0007
- Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
- Olsson, J., Hellström, D., & Vakulenko, Y. (2023). Customer experience dimensions in last-mile delivery: an empirical study on unattended home delivery. International Journal of Physical Distribution & Logistics Management, 53(2), 184–205. https://doi.org/10.1108/IJPDLM-12-2021-0517
- Pine, J., & Gilmore, J. H. (2001). Welcome to the experience economy. Health Forum Journal, 44(5), 10–16.
- Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/https://doi.org/10.1002/dir.20015
- Rather, R. A., Hollebeek, L. D., Vo-Thanh, T., Ramkissoon, H., Leppiman, A., & Smith, D. (2022). Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement. Journal of Consumer Behaviour, 21(5), 1175–1189. https://doi.org/10.1002/cb.2070
- Rodríguez-Ardura, I., Meseguer-Artola, A., Herzallah, D., & Fu, Q. (2024). Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection. Journal of Research in Interactive Marketing, 19(1), 35–58. https://doi.org/10.1108/JRIM-03-2023-0083
- Roggeveen, A. L., & Rosengren, S. (2022). From customer experience to human experience: Uses of systematized and non-systematized knowledge. Journal of Retailing and Consumer Services, 67, 102967. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.102967
- Ruvio, A. A., Khodakarami, F., Morgeson, F. V, & Voorhees, C. M. (2025). When rewards connect to the self: Unlocking customer engagement through experiential rewards. Journal of Retailing. https://doi.org/https://doi.org/10.1016/j.jretai.2025.07.002
- Sairanen, M., Aarikka-Stenroos, L., & Kaipainen, J. (2024). Customer-perceived value in the circular economy: A multidimensional framework. Industrial Marketing Management, 117, 321–343. https://doi.org/https://doi.org/10.1016/j.indmarman.2024.01.006
- Solakis, K., Peña-Vinces, J., & López-Bonilla, J. M. (2022). Value co-creation and perceived value: A customer perspective in the hospitality context. European Research on Management and Business Economics, 28(1), 100175. https://doi.org/10.1016/j.iedeen.2021.100175
- Sudiyono, K. A., Utomo, P., & Severesia, C. (2022). Effect of Customer Experience and Customer Value on Customer Loyalty and Satisfaction in the B2B Food and Beverage Sector. Journal of Business and Management Review, 3(9), 627–640. https://doi.org/10.47153/jbmr39.4552022
- Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value, and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102721
- Wardayanti, M., & Bharata, W. (2025). Understanding Skintific Product Customer Loyalty Based on Sensory Experience, Value Perception, and Satisfaction. Journal of Entrepreneurship & Business, 6(1), 44–55. https://doi.org/10.24123/jeb.v6i1.7066
- Wirtz, J., Kowalkowski, C., Jaakkola, E., Holmlund, M., Ulaga, W., & Ahmed, T. (2025). Customer experience management in B2B markets: CXM value propositions and archetypal CXM strategies. Journal of Business Research, 189, 115165. https://doi.org/https://doi.org/10.1016/j.jbusres.2024.115165
- Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763
- Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
References
Abidin, R. A., Yudistria, Y., & Ramli, A. H. (2025). The effect of customer experience, customer satisfaction, and word of mouth on customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 685–702. https://doi.org/10.37641/jimkes.v13i2.2125
Abo ElHamd, E., Shamma, H., Saleh, M., & Elkhodary, E. (2021). Customer Engagement Value: Process, Limitations, and Future Research. Journal of Modelling in Management, 17(4), 1144–1176. https://doi.org/10.1108/JM2-12-2020-0319
Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2024). Customer experience orientation: Conceptual model, propositions, and research directions. Journal of the Academy of Marketing Science, 52(6), 1560–1584. https://doi.org/10.1007/s11747-024-01031-y
Basrowi, B., Ali, J., & Suyanto, T. (2022). The Customer Loyalty Research Trends: Bibliometry Analysis. National Conference on Applied Business, Education, & Technology (NCABET), 2, 1–14. https://doi.org/10.46306/ncabet.v2i1.60
Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer perceived value: a comprehensive meta-analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/10.1177/10946705231222295
Bourdeau, B. L., Joseph Cronin, J., & Voorhees, C. M. (2024). Customer loyalty: A refined conceptualization, measurement, and model. Journal of Retailing and Consumer Services, 81, 104020. https://doi.org/https://doi.org/10.1016/j.jretconser.2024.104020
Croitoru, G., Capatina, A., Florea, N. V., Codignola, F., & Sokolic, D. (2024). A cross-cultural analysis of perceived value and customer loyalty in restaurants. European Research on Management and Business Economics, 30(3), 100265. https://doi.org/10.1016/j.iedeen.2024.100265
De Keyser, A., Antonetti, P., Rouziou, M., Béal, M., Wang, Z.-H., Grégoire, Y., & Lussier, B. (2025). Understanding the B2B customer experience and journey: A convergence-based lens. Journal of Business Research, 198, 115481. https://doi.org/https://doi.org/10.1016/j.jbusres.2025.115481
Diwayanti, N. V., Widayat, W., & Robbie, I. (2025). Assessing the role of service quality, customer experience, and perceived value as mediators on customer loyalty: evidence in Indonesian pharmacies. International Journal of Pharmaceutical and Healthcare Marketing. https://doi.org/10.1108/IJPHM-01-2025-0002
Febriyanti, I., & Tuti, M. (2023). Assuring customer value, customer experience, and trust to improve customer loyalty. Jurnal Dinamika Manajemen Dan Bisnis, 6(2), 37–51. https://doi.org/10.21009/jdmb.06.2.3
Fehrenbach, D., & Herrando, C. (2021). The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study. Journal of Business Research, 137, 222–232. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.08.029
Gao, L. X., Melero-Polo, I., & Sese, F. J. (2025). The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach. Journal of Retailing. https://doi.org/10.1016/j.jretai.2025.05.004
Hasfar, M., Militina, T., & Achmad, G. N. (2020). Effect of Customer Value and Customer Experience on Customer Satisfaction and Loyalty: PT Meratus Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01). https://doi.org/10.29040/ijebar.v4i01.909
Hollebeek, L. (2024). “Customer Engagement in Evolving Technological Environments.” European Journal of Marketing, 53, 1665–1670.
Ingepuri, P., Lubis, T. A., & Solikhin, A. (2025). Pengaruh Pengalaman Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan dengan Nilai yang Dirasakan (Perceived Value) sebagai Variabel Mediasi pada Usaha Kecil di Kabupaten Muaro Jambi. Ekonomis: Journal of Economics and Business, 9(1), 309–317. https://doi.org/10.33087/ekonomis.v9i1.2353
Jumawar, E., & Nurmartian, E. (2021). Pengaruh Customer Experience Dan Customer Value Terhadap Customer Loyalty Indihome (Pada Pelanggan Indihome Area Gegerkalong). Journal Competency of Business, 5(2), 102–111. https://doi.org/10.47200/jcob.v5i02.1094
Keski-Mattinen, T., Kälviäinen, M., & Ahola, M. (2024). Concept and general conceptual features of customer experience. Computer, 0.
Kim, L., Jindabot, T., & Yeo, S. F. (2024). Understanding customer loyalty in the banking industry: A systematic review and meta-analysis. Heliyon, 10(17), e36619. https://doi.org/10.1016/j.heliyon.2024.e36619
Koo, B., Yu, J., & Han, H. (2020). The Role of Loyalty Programs in Boosting Hotel Guest Loyalty: The Impact of Switching Barriers. International Journal of Hospitality Management, 84, 102328. https://doi.org/https://doi.org/10.1016/j.ijhm.2019.102328
Kuppelwieser, V. G., & Klaus, P. (2021). Measuring Customer Experience Quality: The EXQ Scale Revisited. Journal of Business Research, 126, 624–633. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.01.042
Le, M. T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
Makudza, F. (2020). Augmenting customer loyalty through customer experience management in the banking industry. Journal of Asian Business and Economic Studies, 28(3), 191–203. https://doi.org/10.1108/JABES-01-2020-0007
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Olsson, J., Hellström, D., & Vakulenko, Y. (2023). Customer experience dimensions in last-mile delivery: an empirical study on unattended home delivery. International Journal of Physical Distribution & Logistics Management, 53(2), 184–205. https://doi.org/10.1108/IJPDLM-12-2021-0517
Pine, J., & Gilmore, J. H. (2001). Welcome to the experience economy. Health Forum Journal, 44(5), 10–16.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/https://doi.org/10.1002/dir.20015
Rather, R. A., Hollebeek, L. D., Vo-Thanh, T., Ramkissoon, H., Leppiman, A., & Smith, D. (2022). Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement. Journal of Consumer Behaviour, 21(5), 1175–1189. https://doi.org/10.1002/cb.2070
Rodríguez-Ardura, I., Meseguer-Artola, A., Herzallah, D., & Fu, Q. (2024). Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection. Journal of Research in Interactive Marketing, 19(1), 35–58. https://doi.org/10.1108/JRIM-03-2023-0083
Roggeveen, A. L., & Rosengren, S. (2022). From customer experience to human experience: Uses of systematized and non-systematized knowledge. Journal of Retailing and Consumer Services, 67, 102967. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.102967
Ruvio, A. A., Khodakarami, F., Morgeson, F. V, & Voorhees, C. M. (2025). When rewards connect to the self: Unlocking customer engagement through experiential rewards. Journal of Retailing. https://doi.org/https://doi.org/10.1016/j.jretai.2025.07.002
Sairanen, M., Aarikka-Stenroos, L., & Kaipainen, J. (2024). Customer-perceived value in the circular economy: A multidimensional framework. Industrial Marketing Management, 117, 321–343. https://doi.org/https://doi.org/10.1016/j.indmarman.2024.01.006
Solakis, K., Peña-Vinces, J., & López-Bonilla, J. M. (2022). Value co-creation and perceived value: A customer perspective in the hospitality context. European Research on Management and Business Economics, 28(1), 100175. https://doi.org/10.1016/j.iedeen.2021.100175
Sudiyono, K. A., Utomo, P., & Severesia, C. (2022). Effect of Customer Experience and Customer Value on Customer Loyalty and Satisfaction in the B2B Food and Beverage Sector. Journal of Business and Management Review, 3(9), 627–640. https://doi.org/10.47153/jbmr39.4552022
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value, and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102721
Wardayanti, M., & Bharata, W. (2025). Understanding Skintific Product Customer Loyalty Based on Sensory Experience, Value Perception, and Satisfaction. Journal of Entrepreneurship & Business, 6(1), 44–55. https://doi.org/10.24123/jeb.v6i1.7066
Wirtz, J., Kowalkowski, C., Jaakkola, E., Holmlund, M., Ulaga, W., & Ahmed, T. (2025). Customer experience management in B2B markets: CXM value propositions and archetypal CXM strategies. Journal of Business Research, 189, 115165. https://doi.org/https://doi.org/10.1016/j.jbusres.2024.115165
Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.