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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Ramadhani , Muhammad Raihan
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Economics, Econometrics & Finance

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Pengaruh Kualitas Pelayanan dan Digital Marketing Terhadap Loyalitas Pelanggan pada Aplikasi -Wallet (Studi pada Pengguna Dompet Digital di Cimincrang) Ramadhani , Muhammad Raihan; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/nt630855

Abstract

This study aims to analyze the effect of service quality and digital marketing on customer loyalty to the DANA e-wallet application in the Cimincrang RW 012 area. This study uses a quantitative approach with a survey method by distributing questionnaires to application users. The results show that service quality has a positive effect on customer loyalty, especially through the aspects of system reliability, transaction security, and service responsiveness. In addition, digital marketing also plays a role in increasing loyalty through digital promotions, intensive communication, and application-based marketing campaigns. Simultaneously, these two variables support each other in shaping e-wallet customer loyalty. This study suggests that e-wallet application managers continue to improve service quality and optimize digital marketing strategies on an ongoing basis in order to strengthen user loyalty amid competition in digital financial services.
Co-Authors Zahrah, Halimah