Digital payment usefulness and trustworthiness as drivers of customer stickiness: The mediating role of customer experience in intercity bus services

Mustafa, Abu Wildan and Hasan, Irmayanti ORCID: https://orcid.org/0000-0001-7021-4483 (2026) Digital payment usefulness and trustworthiness as drivers of customer stickiness: The mediating role of customer experience in intercity bus services. QOSIM: Jurnal Pendidikan, Sosial & Humaniora, 4 (2). pp. 192-205. ISSN 2987-713X

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Abstract

ENGLISH

This study examines the effects of perceived usefulness and trustworthiness on customer stickiness, with customer experience as a mediating variable, in the context of digital payment usage among intercity bus passengers (AKDP) at Purabaya Terminal, Indonesia. Using an explanatory quantitative approach, the study surveyed 132 respondents who had used digital payment systems in their travel transactions. Data were collected through structured questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that perceived usefulness and trustworthiness have a positive and significant effect on customer experience, which in turn significantly influences customer stickiness. Mediation analysis confirms that customer experience significantly mediates the relationship between perceived usefulness and trustworthiness and customer stickiness, indicating that functional benefits and user trust shape sustained usage behavior through experiential mechanisms. These findings extend the Technology Acceptance Model (TAM) by demonstrating the role of perceived usefulness and trustworthiness in explaining post-adoption behavior in digital payment usage. Practically, the study provides insights for public transportation service providers to enhance digital payment implementation by prioritizing system usefulness, trust, and positive customer experience to encourage long-term usage.

INDONESIA

Studi ini bertujuan untuk menguji pengaruh perceived usefulness (manfaat yang dirasakan) dan trustworthiness (kepercayaan) terhadap customer stickiness (retensi pelanggan), dengan customer experience (pengalaman pelanggan) sebagai variabel mediasi, dalam konteks penggunaan pembayaran digital pada penumpang bus antar kota dalam provinsi (AKDP) di Terminal Purabaya, Indonesia. Pendekatan yang dipilih dalam studi ini adalah kuantitatif eksplanatori dengan melibatkan 132 responden yang pernah menggunakan sistem pembayaran digital dalam transaksi perjalanan mereka. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil riset di lapangan menunjukkan bahwa perceived usefulness dan trustworthiness berpengaruh positif dan signifikan terhadap customer experience, yang selanjutnya berpengaruh signifikan terhadap customer stickiness. Analisis mediasi mengonfirmasi bahwa customer experience secara signifikan memediasi hubungan antara perceived usefulness dan trustworthiness terhadap customer stickiness. Hal ini menunjukkan bahwa manfaat fungsional dan kepercayaan pengguna membentuk perilaku penggunaan berkelanjutan melalui mekanisme pengalaman. Temuan ini memperluas Technology Acceptance Model (TAM) dengan menunjukkan peran perceived usefulness dan trustworthiness dalam menjelaskan perilaku pasca-adopsi pada penggunaan pembayaran digital. Secara praktis, penelitian ini memberikan wawasan bagi penyedia layanan transportasi publik untuk meningkatkan implementasi pembayaran digital dengan memprioritaskan kegunaan sistem, kepercayaan, dan pengalaman pelanggan yang positif guna mendorong penggunaan jangka panjang.

Item Type:	Journal Article
Keywords:	perceived usefulness; trustworthiness; customes experience; customer stickiness; digital payment; persepsi manfaat; kepercayaan; pengalaman pelanggan; retensi pelanggan; pembayaran digital
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	13 Jul 2026 08:59

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