ABSTRACT
This study examines the effect of experience quality on loyalty to digital wallet users. The financial sector plays a role as a driving force for growth in the real sector, which can be done through capital accumulation and technological innovation. The novelty in this research is the addition of brand image and satisfaction variables as a mediation that has not been studied before. There are still inconsistencies in the results of previous studies regarding the direct effect of experience quality on loyalty. This study uses explanatory research with a quantitative approach. The sample size is 120 respondents to digital wallet users in Malang City. The purposive sampling method is the sampling technique in this study. The data were analyzed using structural equation modeling partial least square (SEM-PLS). The results of this study indicate that experience quality can directly improve brand image and satisfaction. Interestingly, this study found that experience quality directly did not have a significant effect on loyalty. The need to pay attention to service is the main key to customer satisfaction and brand image so that they can be loyal to digital wallet products.