Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 10 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

TRANSFORMING THE CONSUMER JOURNEY IN A DIGITAL BUSINESS ECOSYSTEM: EVIDENCE FROM GOJEK USERS

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  • Haris Nurmansyah
Haris Nurmansyah
Escuela de Negocios Europea de Barcelona (ENEB)
DOI: https://doi.cibangsa.org/DOI-2026-133

Published 2026-09-05

Keywords

  • behavioral shift,
  • consumer behavior,
  • consumer journey,
  • digital business ecosystem,
  • digital convenience,
  • Gojek,
  • super app
    • ...More
    Less

How to Cite

TRANSFORMING THE CONSUMER JOURNEY IN A DIGITAL BUSINESS ECOSYSTEM: EVIDENCE FROM GOJEK USERS. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(10). https://doi.cibangsa.org/DOI-2026-133

Abstract

Digital transformation changes more than the channel through which consumers buy; it can also reorganize the sequence through which needs are recognized, alternatives are evaluated, transactions are completed, and post-purchase activities are managed. This study examines whether digital convenience and ecosystem integration reshape the consumer journey and whether this changed journey contributes to repeated digital purchasing and a broader shift away from conventional purchasing practices. A quantitative explanatory design was applied to 345 Gojek users, and the proposed relationships were assessed using partial least squares structural equation modeling (PLS-SEM). The reported structural estimates show that Digital Convenience positively predicts Consumer Journey (β = 0.457, p < .001) and Digital Purchasing Behavior (β = 0.277, p < .001). Ecosystem Integration positively predicts Consumer Journey (β = 0.422, p < .001) but has no significant direct effect on Digital Purchasing Behavior (β = 0.066, p = .180). Consumer Journey positively predicts Digital Purchasing Behavior (β = 0.447, p < .001) and Behavioral Shift (β = 0.156, p = .016), whereas Digital Purchasing Behavior is the strongest predictor of Behavioral Shift (β = 0.518, p < .001). The model explains 54.1% of Consumer Journey, 48.6% of Digital Purchasing Behavior, and 44.9% of Behavioral Shift. The findings support a process view of digital transformation: platform characteristics first shape how consumers move through the journey, repeated digital purchasing consolidates that experience into routine behavior, and the resulting routine contributes to broader behavioral change.
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