Pengaruh Perceived Ease of Use dan E-Trust terhadap E-Loyalty pengguna E-Wallet Ovo pada Mahasiswa S1 FEB USU dengan E-Satisfaction sebagai variabel Intervening

Abstract

The development of digital technology has driven a shift in consumer behavior toward electronic transactions, with E-Wallets such as OVO becoming one of the main innovations, particularly among students. However, OVO user loyalty remains low, as reflected in reviews and pre-surveys that indicate dissatisfaction with the ease and trustworthiness of the service. This situation necessitates an examination of the factors influencing user loyalty. This study aims to investigate the impact of Perceived Ease of Use and E-Trust on E-Loyalty, with E-Satisfaction as an intervening variable. This study employs a quantitative approach. The data used are primary data in the form of questionnaires directly administered to OVO E-Wallet users and secondary data obtained from the analysis of previous studies. The population in this study consists of OVO E-Wallet users among undergraduate students at the Faculty of Economics and Business, University of North Sumatra. Purposive sampling was employed in this study. The total sample size was 100 respondents. Data were analyzed using SmartPLS 4.0 software. The results indicate that Perceived Ease of Use and E-Trust have a positive and significant influence on E-Loyalty, with E-Satisfaction as the intervening variable.