Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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The Influence of Discount and Cashback Promotion Strategies on E-Wallet Customer Loyalty

Authors
Ina Yulianadewi1, *
1Digital Business Department, Dipa Makassar University, Makassar, South Sulawesi, Indonesia
*Corresponding author. Email: inayulianadewi@undipa.ac.id
Corresponding Author
Ina Yulianadewi
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_233How to use a DOI?
Keywords
Discount Promotion Strategy; Cashback; Customer Loyalty; E-Wallet
Abstract

This study aims to analyze the influence of discount and cashback promotion strategies on e-wallet customer loyalty in South Sulawesi. The research method used is quantitative, with a Structural Equation Modeling (SEM) approach, which allows for the analysis of both direct and indirect relationships between the studied variables. The study also involves customer satisfaction as a mediating variable and user experience as a moderating variable. Data were collected from 300 respondents who are active e-wallet users in Indonesia and were then analyzed using SEM. The results show that discount and cashback promotions significantly affect customer loyalty, with cashback having a stronger impact on building long-term loyalty compared to discounts, which are more effective in increasing short-term usage. Customer satisfaction is proven to mediate the relationship between promotions and loyalty, while positive user experience moderates the effect of promotions on loyalty. These findings highlight the importance for e-wallet companies not only to rely on promotions but also to ensure customer satisfaction and a good user experience to strengthen customer loyalty.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_233How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ina Yulianadewi
PY  - 2025
DA  - 2025/07/30
TI  - The Influence of Discount and Cashback Promotion Strategies on E-Wallet Customer Loyalty
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2870
EP  - 2876
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_233
DO  - 10.2991/978-94-6463-758-8_233
ID  - Yulianadewi2025
ER  -