<![CDATA[This study aims to analyze the contribution of e-service quality and application feature superiority in building user loyalty among DANA e-wallet users in the Tangerang Raya region, positioning user experience (UX) as an intervening variable. A quantitative methodology was applied through a structured survey approach, where questionnaire instruments were distributed to 150 respondents selected carefully using a purposive sampling technique. Data processing and hypothesis testing were conducted utilizing Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Empirical findings confirm that both digital service quality and feature completeness directly exert a significant positive impact on improving user experience while driving customer loyalty. Furthermore, user experience is proven to play a crucial role as a bridging variable that mediates the influence of electronic services and application features on sustainable user loyalty. These results provide strategic implications for DANA management to prioritize the optimization of system reliability, interface convenience, and transaction efficiency to strengthen their competitive position and retain the digital consumer base amid fierce competition in the fintech industry.]]>
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