Driving Loyalty in the E-Wallet Market for Generation Z

The rise of digital technology has fueled e-commerce expansion and e-wallet adoption, particularly among Generation Z. This study investigates the impact of trust, perceived ease of use (PEOU), and customer experience on e-wallet user loyalty within this demographic. Addressing the ambiguous relationship between PEOU and loyalty identified in prior research, this study explores the potential mediating factors influencing this relationship. A quantitative research approach was employed, gathering data from 303 Generation Z respondents via an online survey. The analysis, conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM), reveals that trust and customer experience significantly enhance user loyalty, whereas PEOU does not exert a direct influence. These findings underscore the critical role of trust and positive customer experiences in fostering long-term user retention. From a practical perspective, the study offers actionable insights for e-wallet providers, emphasizing the importance of strengthening security measures, optimizing user interfaces, and developing more compelling promotional strategies to enhance customer engagement and loyalty.