<![CDATA[This study aims to analyze the effects of ease of use, user satisfaction, and digital marketing on customer loyalty among DANA e-wallet users in Bireuen City. A quantitative approach with an associative research design was employed, involving 95 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed through multiple linear regression with SPSS. The research instrument was assessed using validity and reliability tests, while classical assumption tests were conducted to ensure the suitability of the regression model. The results showed that ease of use had no significant effect on customer loyalty (t = 0.696; p = 0.488). Conversely, user satisfaction had a positive and significant effect (t = 2.236; p = 0.028), as did digital marketing (t = 2.380; p = 0.019). Simultaneously, all three independent variables significantly affected customer loyalty (F = 20.930; p < 0.001). The coefficient of determination (R²) of 0.408 indicated that these variables explained 40.8% of the variation in customer loyalty, while the remaining 59.2% was influenced by other factors. These findings highlight the importance of user satisfaction and digital marketing in strengthening customer loyalty. Therefore, improving user satisfaction and optimizing digital marketing strategies may help enhance customer loyalty among DANA users in Bireuen City.]]>
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