JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

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 (Unknown)
Hayadi, Ilsya (Unknown)

Article Info

Publish Date
08 Aug 2025

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.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...