THE EFFECT OF PROMOTIONAL ATTRACTIVENESS, DIGITAL PAYMENT, E-ADVOCACY ON PERFORMANCE WITH CUSTOMER RETENTION QUALITY AS A MEDIATION IN E-WALLET USE

Erene; Edy Yulianto Putra; Ferdinand Nainggolan

doi:10.33474/jimmu.v10i2.24296

Authors

Erene Universitas Internasional Batam
Edy Yulianto Putra Universitas Internasional Batam https://orcid.org/0000-0002-6191-0265
Ferdinand Nainggolan Universitas Internasional Batam

DOI:

https://doi.org/10.33474/jimmu.v10i2.24296

Keywords:

Promotional Attractiveness, Digital Payment, e-Advocacy, Customer Retention, Performance

Abstract

This study aims to analyze the effects of Promotional Attractiveness, Digital Payment, and Electronic Advocacy on Performance, with Customer Retention Quality serving as a mediating variable among e-wallet users in Indonesia. The study focuses on how promotional strategies, the convenience of digital payments, and consumer digital advocacy strengthen customer loyalty, which in turn enhances e-wallet performance. The novelty of this research lies in the simultaneous integration of three strategic variables—Promotional Attractiveness, Digital Payment, and Electronic Advocacy—which are rarely examined together in relation to Customer Retention Quality as a mediating construct. Furthermore, this study contributes to the existing literature by emphasizing the central role of Customer Retention Quality as a reinforcing mechanism that links digital marketing strategies to the performance of financial technology services. A quantitative approach with a causal-comparative research design was employed. Data were collected from 250 e-wallet users in Indonesia using purposive sampling. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was applied to assess the relationships among variables, evaluate measurement validity and reliability, and test the mediating effects. The results indicate that all three independent variables have a positive and significant effect on Customer Retention Quality, which subsequently has a positive and significant impact on Performance. Moreover, Customer Retention Quality is proven to be a significant mediator in the relationships between Promotional Attractiveness, Digital Payment, and Electronic Advocacy and Performance. These findings highlight that customer loyalty and retention are critical determinants in improving the performance of e-wallet services.

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