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All Journal JURNAL MANAJEMEN MOTIVASI
Elwis, Mutiara
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Ease of Use, Cashback and Discounts, and User Experience on Consumer Behavior in Using E-Wallets: A Study in Bengkulu City Elwis, Mutiara; Hayadi, Ilsya
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.7966

Abstract

This study aims to examine the influence of ease of use, cashback and discounts, and user experience on the consumer behavior of e-wallet users in Bengkulu City. A quantitative approach was used with a survey method. Primary data were collected through a questionnaire distributed to 150 active e-wallet users in Bengkulu City, using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4. The findings reveal that promotional strategies such as cashback and discounts have a positive influence on consumer behavior. However, ease of use and user experience do not have a significant positive impact. These results suggest that cashback and discount strategies play a more dominant role in influencing consumer behavior compared to ease of use and user experience.
Co-Authors Hayadi, Ilsya