ANALYZING THE EFFECT OF E-WALLET USABILITY ON CUSTOMER RETENTION IN MOBILE PAYMENT APPS
DOI:
https://doi.org/10.1234/jumder.v1i2.23Keywords:
e-wallet, mobile payments, usability, customer retention, interface design, transaction efficiency, security features, quantitative researchAbstract
This study investigates the effect of e-wallet usability dimensions on customer retention within mobile payment applications, focusing on the multidimensional influence of interface design, transaction efficiency, security features, customer support quality, and perceived convenience in contemporary digital payment contexts. The exponential growth of mobile payment adoption has created unprecedented opportunities for e-wallet platforms to enhance customer loyalty through superior usability design, yet comprehensive understanding of how multiple usability dimensions collectively shape retention behaviors remains limited in existing literature. This research addresses this gap by examining the simultaneous effects of five critical e-wallet usability characteristics on customer retention through a quantitative correlational approach. Data were collected from 100 active e-wallet users through a structured questionnaire employing 5-point Likert scales, with analysis conducted using SPSS version 26. Rigorous methodological procedures included validity testing with correlation coefficients exceeding r > 0.195, reliability assessment with Cronbach's Alpha values above 0.70 for all constructs, and comprehensive classical assumption testing to ensure statistical validity. Multiple regression analysis revealed significant positive effects for all examined variables: Transaction Efficiency demonstrated the strongest influence (t = 4.156, p < 0.001), followed by Security Features (t = 3.782, p < 0.001), Interface Design (t = 3.234, p = 0.002), Perceived Convenience (t = 2.678, p = 0.009), and Customer Support Quality (t = 2.445, p = 0.016). The overall model achieved statistical significance (F = 52.341 > F-table = 2.31, p < 0.001) with substantial explanatory power (R² = 0.736), indicating that 73.6% of customer retention variance is explained by these five dimensions collectively. This research contributes theoretically to digital payment literature by validating a comprehensive framework that integrates technological and experiential factors influencing customer loyalty in mobile payment environments, while providing practical insights for e-wallet providers seeking to optimize usability features through balanced attention to efficiency, security, and user experience design.
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