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Consumer journey analysis led to efficient marketing implementation. A journey represents a path of steps and interaction between consumer and service units at each touchpoint. Dissatisfaction in the touchpoint, causes a negative effect to retain a customer. Previous studies always constructed the journey maps relied on the narrative approach. According to use Google, consumers always face massive websites to access, which is a pain point in the journey. Improving consumer buying, led to thedoi:10.4018/ijbir.297614 fatcat:53tpxv7g45c2nfwqbq4mez27sm