Trust has emerged as a key factor behind customer loyalty in Indonesia’s rapidly growing digital payment ecosystem. A study conducted by I Gusti Bagus Krisna Saputra, I Gusti Ayu Ketut Giantari, Ni Wayan Ekawati, and I Gusti Ngurah Jaya Agung Widagda from the Faculty of Economics and Business at Universitas Udayana, Bali, found that users are more likely to remain loyal to QRIS when they perceive the system as useful and trustworthy. The research was published in the Indonesian Journal of Business Analytics in April 2026.
The study focused on QRIS users in Denpasar, Bali, one of Indonesia’s regions with the highest digital payment adoption rates. Researchers surveyed 120 QRIS users and analyzed the data using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to examine the relationship between perceived usefulness, perceived ease of use, trust, and customer loyalty.
Indonesia has experienced massive growth in digital financial transactions over the past few years. According to data cited in the study, QRIS transaction volume surged from 66 million transactions in early 2022 to 1.469 billion transactions by the third quarter of 2025. Meanwhile, the number of QRIS users increased from 18 million to 58 million.
The researchers noted that while digital payment adoption is rising rapidly, maintaining long-term customer loyalty remains a major challenge because users have many competing payment platforms to choose from.
The study revealed several major findings:
- Perceived usefulness has a positive and significant effect on customer loyalty.
- Perceived ease of use does not directly increase customer loyalty.
- Trust strongly influences customer loyalty.
- Perceived usefulness and ease of use both significantly improve trust in QRIS.
- Trust acts as a bridge connecting user experience with long-term loyalty.
Researchers found that users continue using QRIS when they believe it makes transactions faster, more practical, and more efficient. However, simply making the application easy to use is not enough to create loyalty. Instead, ease of use must first build trust before users become committed to the platform.
According to the study, trust fully mediates the relationship between perceived ease of use and customer loyalty. This means users may find QRIS easy to operate, but they will only stay loyal if they also feel secure and confident using the system. Meanwhile, perceived usefulness affects loyalty both directly and indirectly through trust.
The findings also show that most respondents viewed QRIS very positively. Users considered the platform practical, efficient, easy to learn, and reliable for daily transactions. Respondents also expressed high confidence in the security and integrity of QRIS as a digital payment system.
In the discussion section, the researchers explained that digital payment providers should focus not only on usability but also on strengthening transaction security, reliability, and service quality. These factors are considered essential for maintaining long-term customer trust in an increasingly competitive fintech market.
The study provides practical recommendations for financial technology companies, banks, and policymakers in Indonesia. Improving transaction safety, maintaining stable system performance, and delivering reliable customer experiences could help strengthen customer loyalty and encourage continued use of QRIS nationwide.
Author Profiles
I Gusti Bagus Krisna Saputra - Universitas Udayana, Bali
I Gusti Ayu Ketut Giantari - Universitas Udayana, Bali
Ni Wayan Ekawati - Universitas Udayana, Bali
I Gusti Ngurah Jaya Agung Widagda - Universitas Udayana, Bali
Research Source
Saputra, I. G. B. K., Giantari, I. G. A. K., Ekawati, N. W., & Widagda, I. G. N. J. A. (2026). The Role of Trust in Mediating the Effects of Perceived Usefulness and Perceived Ease of Use on Customer Loyalty among QRIS Users in Denpasar. Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 2, April 2026.
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