Pengaruh Digital Customer Experience dan Enjoyment terhadap E-Loyalty E-Wallet Flip Melalui E-Trust pada Generasi Milenial Kota Medan

Abstract

The digital revolution has changed various business environments, including the financial services industry. At this time, financial services or financial technology has developed. The digital revolution can bring various innovations in digital payments, one of which is the e-wallet. With the existence of various types of e- wallet digital payments, competition among service providers is getting sharper to get customer E-loyalty. E-loyalty is a top priority in this research because e-loyalty plays an important role in creating a sustainable competitive advantage so that in the long term, companies can develop better. The purpose of this study is to find out and analyze the Effect of Digital Customer Experience and Enjoyment on E-Loyalty E-Wallet Flip through E-Trust in the Millennial Generation in Medan. The population in this study are all millennial generations who use the Flip application and live in Medan. The research samples are taken using Non-Probability Sampling technique with Purposive Sampling, while the number of samples in this study is 115 respondents. The Structural Equation Modeling-Partial Least Square (SEM- PLS) is used as data analysis method. The results show that Digital Customer Experience has a positive and significant effect on E-Loyalty. Enjoyment has a positive and significant effect on E-Loyalty, Digital Customer Experience has a positive and significant effect on E-Trust, Enjoyment has a positive and significant effect on E-Trust, E-Trust has a positive and significant effect on E-Loyalty, Digital Customer Experience has a positive and significant effect on E-Loyalty through E- Trust, Enjoyment t has a positive and significant effect on E-Loyalty through E-Trust Windows