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Mobile Wallet Promotions and Consumer Purchase Frequency in E-Commerce Heriyanto
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1319

Abstract

This study aims to examine the influence of mobile wallet promotions on consumer purchase frequency in e-commerce, considering the mediating roles of perceived usefulness and perceived ease of use. A quantitative explanatory approach was employed using a survey method involving 116 active mobile wallet users of GoPay, OVO, and DANA in Indonesia. Data were collected through an online questionnaire using a five-point Likert scale and analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS 4 software. The results reveal that mobile wallet promotions have a positive and significant effect on perceived usefulness, perceived ease of use, and consumer purchase frequency, both directly and indirectly. The R² value of 0.642 indicates that promotional, usefulness, and ease variables explain 64.2% of the variance in consumer purchasing behavior. These findings support the Technology Acceptance Model (TAM) and Stimulus–Organism–Response (S–O–R) framework as robust theoretical bases for understanding digital purchasing behavior. Practically, the study offers insights for e-commerce platforms and digital wallet providers to design sustainable and personalized promotion strategies that enhance user satisfaction and long-term loyalty.
Co-Authors Adiputra, Jason Ahmad Burhan Hakim Ahmad Yunus Aldila Uma Rista Allysa Febriana Anastasia Sri Mendari Andini Andrian Noviardy Andrianingsih, Vivi Anggela, Nova Arbansyah Ariyani, Arika Astriani, Maudi Budi Prayitno Dahlia Daldiri DANI KURNIAWAN Dany Supraja Darwin Debbie Yuari Siallagan Dedy Achmad Kurniady Destrianto, Mochammad Riski Didih Muhamad Sudi Dina Mellita Dudy Effendy Efan Elpanso Elvi Citraresmana Erimawahti F. Kasijadi Fachri Amsury Fadila, Wiwin Falatehan, Falatehan Farraz Aulia Ihsan Fathurrahman Fitriasuri Hadi Suprapto, Yuyun Hariyati, Mutty Haryadi, Rina Masithoh Hendry Mulya Susanto Heni Jusuf Hernawati Hesti Indah Sari Hu, Stanley Hwang, Helena Ibrahim, Akbar Ika Kurniawati Ika Kurniawati ILMA SATRIANA DEWI Imam Nazarudin Latif Iqbal Ayyoby Irwan Septayuda Islami, Nisa Salma Ivana Nina Esterlin Barus, Ivana Nina Esterlin Joned C. Saksana Juliani Jusman, Ikhsan Amar Kasarian, Husnul Kelfin Sarira kurdi Fadal Lidya Adriani Darma Lorenza, Selya Lusia Komala Widiastuti Mecca Arfa, Mecca Meidina Rahma Utami Miki Suhadi Mochamad Nursalim Muhamad Arief Noor Muhammad Apriyanza Muhammad Ilyas Muhammad Rizki Fahdia Mujahiddin, Ilham Mukran Muliani, Indah Mustofa Mustofa Mustofa Napita S, Astrid Nasrah Hasmiati Attas Nichero Giordany Novi Handayani Novianny, Vanny Nur Ilham, Muhammad Fauzan Nurdin Nurmaharani, Shally Nurramdaniyah Nursamsul Kustiawan Parida, Gina Pratama, Stevanus Pratiwi, Reine Ajeng Putranto, Yohanes Andri B. Raden Rosyda Rosyda Rangga, Rangga Rini Sovia Riyan Costa Ruqoyyah Fitri Sabara, Edi Salman, Salmita Samsuri Satria, Fauzan Shabrina, Resha Nur Sulaiman Sulaiman Helmi Sulastri, Yusnia Eka SUNARTO Suramaya Suci Kewal Titiek Tjahja Andari Tue Rebong, Hendrikus Ulandari, Hesi Vanny Novianny Wahyunindyawati Widiyawati, Ratu Winskey Sudarmo Yanuar Yoga Prasetyawan Yusnia Budiarti Zaelanti, Aprilia