<![CDATA[This study aims to analyze the influence of consumer behavior and the benefits of e-wallets on the business sustainability of Rumah Pulsa Fauzan in Cianjur Regency through customer loyalty as a mediating variable. The study is grounded in the rapid growth of Indonesia's digital economy, which pushes micro, small, and medium enterprises (MSMEs), including pulse-selling businesses, to adopt digital payment systems to remain competitive. A quantitative method with a causal associative approach was applied to 190 respondents selected through purposive sampling. Data were collected through questionnaires, interviews with the business owner, field observations, and secondary data from books, scientific journals, prior studies, and business documents, then analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3. The results show that consumer behavior and e-wallet benefits have a positive and significant effect on both customer loyalty and business sustainability, customer loyalty has a positive and significant effect on business sustainability, and customer loyalty mediates the effect of consumer behavior and e-wallet benefits on business sustainability. These findings suggest that pulse-selling business owners should keep strengthening their understanding of consumer behavior and optimizing e-wallet benefits, alongside building customer loyalty, to sustain their business amid increasingly intense digital competition.]]>
