This study aims to examine the effect of app experience, product experience, brand experience, e-customer service experience on e-wallet experience, e-satisfaction, and e-word of mouth in the context of e-wallet applications in Indonesia. Data processing uses primary data obtained from the results of the online questionnaire spread gradually, during February to April 2022. Researchers use special criteria in determining the research sample, where respondents must be active users of e-wallet applications, who at least transact online or offline in the past month by using the e-wallet application. From the results of distributing questionnaires, researchers obtained 354 samples that match the criteria in this study. The data analysis technique used a Structural Equation Model (SEM) approach with the help of LISREL software. The results in this study empirically prove that there is a positive and significant effect of app experience, product experience, e-customer service experience on e-wallet experience, e-satisfaction, and e-word of mouth, as well as a significant effect of e-satisfaction on e-commerce. word of mouth. From the findings obtained, the researcher recommends several managerial implications as the development of services in e-wallet applications, especially in the aspects of security and privacy protection, digital product selection, and application display, as well as improving the quality of e-customer service support. In addition, further researchers are expected to be able to conduct research in different business sectors using the framework in this research. Further researchers can focus on other digital-based business sectors such as e-commerce, online grocery, online transport, and online travel agents.
Keywords: app experience, e-customer service experience, brand experience, product experience, e-wallet experience, e-satisfaction, e-word of mouth