<![CDATA[This study examines the phenomenon of a gap between the high number of downloads of the OVO e-wallet application and its lowest rating among other e-wallets, reflecting users’ dissatisfaction with the experience they receive, ultimately indicating low user loyalty. This study aims to analyze the effects of efficiency, fulfillment, system availability, and privacy on e-loyalty, mediated by e-satisfaction, among OVO app users, using the Expectation Confirmation Theory (ECT) as the basis for formulating a conceptual model. This study involved 180 samples from the population aged 18-28 years, who had used the OVO e-wallet at least 1 time in the last 1 month and were domiciled in the city of Bandung. This study uses a quantitative approach with a cross-sectional or one-shot survey method to obtain data. Online questionnaires are distributed via Google Forms to OVO e-wallet users. The instrument has been declared valid and reliable. Structural equation modelling (SEM) is used as a data analysis technique using SmartPLS version 3.0. This finding indicates that efficiency and fulfillment have a positive and significant effect on e-satisfaction, whereas system availability and privacy do not. Efficiency, privacy, and e-satisfaction have a positive and significant influence on e-loyalty. Furthermore, e-satisfaction mediates the effect of fulfillment on e-loyalty, but does not mediate the effects of efficiency, system availability, and privacy on e-loyalty.]]>
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