Pengaruh Kualitas Pelayanan dan Digital Marketing Terhadap Loyalitas Pelanggan pada Aplikasi -Wallet (Studi pada Pengguna Dompet Digital di Cimincrang)
DOI:
https://doi.org/10.63822/nt630855Keywords:
service quality, digital marketing, customer loyalty, e-walletAbstract
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.
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Copyright (c) 2026 Muhammad Raihan Ramadhani , Halimah Zahrah (Author)
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