Transparent Digital Nudging and Consumer Loyalty: The Serial Mediating Role of Perceived Autonomy and Trust in Indonesian Digital Platforms
DOI:
https://doi.org/10.33096/jmb.v13i2.1730Keywords:
Digital nudging, Perceived autonomy, Consumer loyality, Consumer trust, Digital consumer behaviorAbstract
This study analyzes the effect of transparent digital nudging on digital consumer loyalty through perceived autonomy and consumer trust on digital platforms in Indonesia. An explanatory quantitative study was conducted on 400 digital consumers using SEM-PLS. The analysis results show that transparent digital nudging has a significant effect on perceived autonomy with a large effect size (f2 0.375), and perceived autonomy subsequently strengthens consumer trust with a small effect size (f2 0.100). Consumer trust was found to be the strongest predictor of loyalty with a large effect size (f2 0.742), while nudging and autonomy do not directly affect loyalty. Serial mediation testing was proven significant with a moderate mediation effect (v 0.092). These results confirm that long-term digital consumer loyalty is formed through trust-based relational mechanisms, not through instant digital design interventions. This study expands the relationship marketing literature by positioning digital choice architecture design as a consumer relationship management practice.
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