The Influence of Customer Relationship Management and Customer Value on OVO E-Wallet User Loyalty

Abstract

The Fintech industry has developed rapidly in Indonesia, especially in digital wallets or e-wallets. The research aims to explore the influence of Customer Relationship Management and Customer Value on loyalty OVO e-wallet users. Research This is explanatory research that explains the connection between research variables. OVO e-wallet users are the population in the study. Research sample as many as 100 users active e-wallet OVO. Technique taking is a purposive sample where respondents are selected as the ones that have been using the OVO e-wallet at least twice. Data was collected through an online questionnaire designed to measure the variables studied. Data analysis method using descriptive statistics with the tool SPSS help. Research This was conducted in the period October 2024 to July 2025. The results of the study show in a way partial customer relationship management has an effect positive and significant to loyalty to OVO e-wallet users. Customer value also has influence positive and significant to loyalty users. Simultaneously, customer relationship management and customer value together are influential and significant to loyalty OVO e-wallet users. Findings This is in line with the study previously stated that CRM and value customers are factors important in forming consumer loyalty.