The Impact of Contextual and Emotional E-Wallet Personalization on MSME Satisfaction in Medan
DOI:
https://doi.org/10.47709/brilliance.v5i1.6256Keywords:
Contextual and Emotional Approach, DeLone and McLean, E-wallet, MSME, Personalization, PLS-SEM, User SatisfactionAbstract
This thesis investigates the influence of personalization features in e-wallet applications on user satisfaction among Micro, Small, and Medium Enterprises (MSMEs) in Medan City. Using the DeLone and McLean Information System Success Model (2003) as the theoretical foundation, this study highlights the importance of aligning system functions with the specific characteristics and conditions of individual users, especially within the dynamic context of MSMEs. The research introduces a novel approach to personalization by focusing on contextual and emotional dimensions, where e-wallet systems adapt to user conditions such as time of transaction, frequency of usage, and behavioral financial patterns. Unlike conventional personalization, which primarily targets content or interface, contextual-emotional personalization considers psychological nuances and daily financial habits, aiming to create a more human-centered and adaptive digital experience.
The study employs a quantitative approach through the distribution of structured questionnaires to 200 MSME respondents who actively use e-wallets in their business operations. Data collected was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results demonstrate that contextual and emotional personalization has both direct and indirect effects on user satisfaction through intermediary variables such as system quality, information quality, and service quality. These findings offer practical implications for digital financial service providers aiming to improve user experience and strengthen system engagement. Additionally, the research contributes to the academic discourse by extending the DeLone and McLean model into new areas of emotional and contextual adaptability in information systems.
References
Aflagaly, D., & Kusumowati, D. (2025). Pengaruh e-wallet dan digital marketing terhadap kinerja keuangan UMKM. Jurnal Ilmiah Bisnis Dan Perpajakan (BIJAK), 7(1), 36–43. Retrieved from https://jurnal.unmer.ac.id/index.ph
Aldaarmi, A. A. (2024). Fintech Service Quality of Saudi Banks: Digital Transformation and Awareness in Satisfaction, Re-Use Intentions, and the Sustainable Performance of Firms. Sustainability (Switzerland) , 16(6). https://doi.org/10.3390/su16062261
Aulia, S. (2020). Pola Perilaku Konsumen Digital Dalam Memanfaatkan Aplikasi Dompet Digital. Jurnal Komunikasi, 12(2), 311. https://doi.org/10.24912/jk.v12i2.9829
Casaca, J. A., & Miguel, L. P. (2024). The influence of personalization on consumer satisfaction: Trends and challenges. In Data-Driven Marketing for Strategic Success (pp. 256–292). IGI Global. https://doi.org/10.4018/979-8-3693-3455-3.ch010
Chen, J., Liu, Z., Huang, X., Wu, C., Liu, Q., Jiang, G., … Chen, E. (2024). When large language models meet personalization: perspectives of challenges and opportunities. World Wide Web, 27(4). https://doi.org/10.1007/s11280-024-01276-1
Chin, W. W. (n.d.). The Partial Least Squares Approach to Structural Equation Modeling. Retrieved from https://www.researchgate.net/publication/311766005
Cooper, M. M., Caballero, M. D., Ebert-May, D., Fata-Hartley, C. L., Jardeleza, S. E., Krajcik, J. S., … Underwood, S. M. (2015, October 16). Personalization in practice. Science, Vol. 350, pp. 281–282. American Association for the Advancement of Science. https://doi.org/10.1126/science.aab0933
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9–30. M.E. Sharpe Inc. https://doi.org/10.1080/07421222.2003.11045748
Ellitan, L., & Gabriel, V. (2025). The Influence of Service Quality and Trust on Customer Loyalty with Customer Satisfaction as an Intervening Variable (The Case Of Alodokter Health Services Application). Journal of Entrepreneurship and Business, 6(1), 73–93. https://doi.org/10.24123/jeb.v6i1.6778
Engku Abdullah, E. M., Abdul Rahman, A., Yakob, R., & Muchtar, D. (2025). Factor Influencing the Adoption of FinTech in Investment among Malaysians: A Unified Theory of Acceptance and use of Technology (UTAUT) Perspectives. Journal of Advanced Research in Applied Sciences and Engineering Technology, 49(2), 231–247. https://doi.org/10.37934/araset.49.2.231247
Goldenberg, D., Kofman, K., Albert, J., Mizrachi, S., Horowitz, A., & Teinemaa, I. (2021). Personalization in Practice: Methods and Applications. WSDM 2021 - Proceedings of the 14th ACM International Conference on Web Search and Data Mining, 1123–1126. Association for Computing Machinery, Inc. https://doi.org/10.1145/3437963.3441657
Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (n.d.). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Retrieved from https://www.researchgate.net/publication/354331182
Indrijawati, A., Zahratul Jannah, R., Shalisha Citra Harvie, G., Khaeruddin, D., & Hasanuddin Makassar, U. (n.d.). IMPLEMENTATION OF E-WALLET USE IN DEVELOPING BUSINESS FOR MSMES: SYSTEMATIC LITERATURE REVIEW IMPLEMENTASI PENGGUNAAN E-WALLET DALAM MENGEMBANGKAN BISNIS BAGI UMKM: TINJAUAN LITERATUR SISTEMATIS.
Jeyaraj, A. (2020). DeLone & McLean models of information system success: Critical meta-review and research directions. International Journal of Information Management, 54. https://doi.org/10.1016/j.ijinfomgt.2020.102139
Lucky Bamidele Benjamin, Prisca Amajuoyi, & Kudirat Bukola Adeusi. (2024). Marketing, communication, banking, and Fintech: personalization in Fintech marketing, enhancing customer communication for financial inclusion. International Journal of Management & Entrepreneurship Research, 6(5), 1687–1701. https://doi.org/10.51594/ijmer.v6i5.1142
Lutfi, A., Al-Okaily, M., Alsyouf, A., & Alrawad, M. (2022). Evaluating the D&M IS Success Model in the Context of Accounting Information System and Sustainable Decision Making. Sustainability (Switzerland), 14(13). https://doi.org/10.3390/su14138120
Maharsi, H. C. (2024). The Growth of Digital Payments in Indonesia: Harnessing Its Influence for SMEs and Indonesia’s Competitiveness. Global South Review, 6(2), 54. https://doi.org/10.22146/globalsouth.95934
Nastiti, A. (2024). Transformasi Digital UMKM: Strategi Ekspansi Pasar dan Kemudahan Pembayaran di Era Digital. Jurnal Pengabdian Masyarakat Nusantara (JPMN), 4(2), 230–234. https://doi.org/10.35870/jpmn.v4i2.3468
Paula Monteiro, A., Vale, J., Leite, E., Lis, M., & Kurowska-Pysz, J. (2022). The impact of information systems and non-financial information on company success. International Journal of Accounting Information Systems, 45. https://doi.org/10.1016/j.accinf.2022.100557
Pendidikan Ekonomi, J., Destya Putri, I., Hindrayani, A., & Alfarisy Totalia, S. (2023). FAKTOR-FAKTOR YANG MEMENGARUHI PENERAPAN METODE PEMBAYARAN DIGITAL PADA USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) DI SURAKARTA DALAM MENGHADAPI ERA REVOLUSI INDUSTRI 4.0. 11(2). https://doi.org/10.26740/jupe.v11n2
Petropoulou, K., Angelaki, E., Rompogiannakis, I., Passas, I., & Garefalakis, A. (2024, October 12). Digital Transformation in SMEs: Pre and Post-Covid-19 Era: A Comparative Bibliometric Analysis. https://doi.org/10.20944/preprints202410.0944.v1
Pratama, S. F. (2024). Analyzing the Determinants of User Satisfaction and Continuous Usage Intention for Digital Banking Platform in Indonesia: A Structural Equation Modeling Approach. Journal of Digital Market and Digital Currency, 1(3), 267–285. https://doi.org/10.47738/jdmdc.v1i3.21
Radityo, D. (n.d.). Pengujian Model DeLone and McLean Dalam Pengembangan Sistem Informasi Manajemen (Kajian Sebuah Kasus).
Rosyidiana, R. N., & Narsa, I. M. (2024). Micro, small, and medium-sized enterprises (MSMEs) during the post-pandemic economic recovery period: digitalization, literation, innovation, and its impact on financial performance. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2342488
Sabeh, H. N., Husin, M. H., Kee, D. M. H., Baharudin, A. S., & Abdullah, R. (2021). A Systematic Review of the DeLone and McLean Model of Information Systems Success in an E-Learning Context (2010-2020). IEEE Access, Vol. 9, pp. 81210–81235. Institute of Electrical and Electronics Engineers Inc. https://doi.org/10.1109/ACCESS.2021.3084815
Safii, A. A., Anom, L., & Murtini, M. (2024). Financial technology adoption on MSMEs sustainability: The mediating role of financial literacy and financial inclusion. Journal of Socioeconomics and Development, 7(2), 121–131. https://doi.org/10.31328/jsed.v7i2.5258
Sharma, V., Jangir, K., Gupta, M., & Rupeika-Apoga, R. (2024). Does service quality matter in FinTech payment services? An integrated SERVQUAL and TAM approach. International Journal of Information Management Data Insights, 4(2). https://doi.org/10.1016/j.jjimei.2024.100252
Siahaan, A. M., Siboro, D. T., & Saragi, R. R. (n.d.). Strategi Meningkatkan Profitabilitas Dengan Memakai Penjualan Berbasis Digital Pada Usaha Mikro Kecil Menengah (UMKM) Di Kota Medan. Maret, 2024(1), 29–40.
Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research, Vol. 16, pp. 271–291. INFORMS Inst.for Operations Res.and the Management Sciences. https://doi.org/10.1287/isre.1050.0058
Vanessa, B., & Prabantari, K. (2020). ANALISIS HUBUNGAN KUALITAS PELAYANAN TERHADAP TINGKAT KEPUASAN PELANGGAN TRANSPORTASI TRANSJAKARTA. In Jurnal Transaksi (Vol. 12)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Gracello Febry Christanto, Erwin Setiawan Panjaitan
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
info@itscience.org, web: 
