Consumer Trust and Security Perceptions: The role of advertising in Shaping E-Wallet Brand Loyalty

This study explores how advertising influences consumer trust and loyalty in the e-wallet sector.It investigates the impact of perceived security, transparency, credibility, relevance, and information quality of advertising on e-wallet brand loyalty.Data was collected from 303 e-wallet users with diverse demographics.The analysis revealed that information quality, advertising transparency, and perceived security significantly drive e-wallet brand loyalty.While advertising credibility has a positive influence, advertising relevance shows a negligible effect.The research highlights the critical role of high-quality, transparent, and secure advertising in building consumer trust and fostering brand loyalty in the competitive landscape of digital finance.