The Mediating Role of Usage Decision in the Relationship between Perceived Ease of Use, Consumer Trust, and Consumer Loyalty among DANA E-Wallet Users in Tangerang City
DOI:
https://doi.org/10.33096/jmb.v13i2.1764Keywords:
management marketingAbstract
Increasing competition among e-wallet providers in Indonesia has made consumer loyalty increasingly important for digital payment platforms. This study examines the effects of perceived ease of use and consumer trust on consumer loyalty, with usage decision as a mediating variable among DANA users in Tangerang City. A quantitative approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Data were collected from 200 active DANA users selected through purposive sampling. The findings show that usage decision has the strongest direct effect on consumer loyalty (β = 0.356, p < 0.001). Usage decision also partially mediates the effects of perceived ease of use (β = 0.111, p = 0.003) and consumer trust (β = 0.124, p = 0.001) on consumer loyalty. These results suggest that e-wallet providers should strengthen consumer trust and continuously improve application usability to support stronger customer retention and sustainable long-term customer loyalty outcomes.
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