Abstract
The amount of e-wallet providers in Indonesia is so many, so there is intense competition between each e-wallet provider. The tighter competition for e-wallet, makes users not only loyal to one type of e-wallet and makes users switch brands or providers in using an e-wallet. This study aims to investigate the factors that influence e-service quality on e-loyalty mediated by e-trust and brand image. This research is categorized as explanatory research. Respondents in this study were users of the OVO e-wallet application in Malang City, determining the number of samples in this study using a purposive sampling technique with a sample of 200 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM. The results showed that e-service quality had no significant effect on e-loyalty. E-service quality has a significant effect on e-trust, e-trust has a significant effect on e-loyalty. E-service quality has a significant effect on brand image, brand image has a significant effect on e-loyalty. E-trust and brand image can play a fully mediating role in the relationship between e-service quality and e-loyalty. OVO is expected to continue to maintain and increase e-trust because it is proven in this research that e-trust has the greatest influence on e-loyalty so that it can be a competitive advantage for OVO. Keywords: e-service quality, e-loyalty, e-trust, brand image.
Highlights
The power of internet revolution and information technology has influenced and changed people's lives
Respondents aged
The indirect influence presented, the role of e-trust in mediating the relationship between e-service quality and e-loyalty is known to be significant with a path coefficient value of 0.267 and a p-value of 0.020. These results indicate that e-trust can play a role in mediating the relationship between e-service quality and e-loyalty
Summary
The power of internet revolution and information technology has influenced and changed people's lives. The number of internet users in Indonesia always increases from year to year (Association of Indonesian Internet Service Providers, 2019). The existence of the internet and information technology that is increasingly being accessed by people makes business progress in the fintech field. According to Bank Indonesia (2020) financial technology/fintech is the result of a combination of financial services and technology that changes the business model from conventional to moderate, which initially pays face-to-face and carries a certain amount of cash, and can long-distance transactions by making payments which can be done in just seconds. According to Discussion (2019), the advantages of using fintech are many, namely getting better services, more choices, cheaper prices, no need to carry cash (cashless), etc
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