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Driving Loyalty in the E-Wallet Market for Generation Z

In: Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience

Author

Listed:
  • Diena Dwidienawati

    (Bina Nusantara University, Management, Binus Business School)

  • Cyla Arsya Arfilla

    (Bina Nusantara University, Management, Binus Business School)

  • Heni Widia

    (Bina Nusantara University, Management, Binus Business School)

  • Linda Wulandari

    (Bina Nusantara University, Management, Binus Business School)

Abstract

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.

Suggested Citation

  • Diena Dwidienawati & Cyla Arsya Arfilla & Heni Widia & Linda Wulandari, 2026. "Driving Loyalty in the E-Wallet Market for Generation Z," Springer Proceedings in Business and Economics, in: Singha Chaveesuk & Seungwoo Shin & Sebastian Kot & Bilal Khalid (ed.), Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, pages 2763-2779, Springer.
    • Handle: RePEc:spr:prbchp:978-981-95-6415-6_170
    DOI: 10.1007/978-981-95-6415-6_170
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