This study aims to analyze the effect of Assistance Services and Transaction Security on User Emotional Experience, with Customer Satisfaction as a mediating variable in the context of using a digital wallet (e-wallet). This study uses a quantitative approach with a causal-comparative method. Data collection was carried out by distributing online questionnaires using Google Form to 150 respondents who are active e-wallet users. The research model consists of four latent variables, each of which is measured by three reflective indicators. The data analysis technique uses the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software, and is supported by descriptive analysis using SPSS. Validity and reliability tests are carried out through outer loading tests, Average Variance Extracted (AVE), Cronbach's Alpha, and Composite Reliability. Hypothesis testing is carried out by considering the path coefficient, t-statistic, and p-value values. The results of the study indicate that Assistance Services and Transaction Security have a significant effect on Customer Satisfaction. Assistance Services also have a direct effect on Emotional Experience, while Transaction Security does not have a direct effect on this variable. Customer Satisfaction has a significant effect on Emotional Experience, and is proven to be a significant mediator in the relationship between Assistance Service and Transaction Security on Emotional Experience.

This study explores the complex dynamics of online consumer behavior in Indonesia's online marketplaces, particularly focusing on how hedonic and utilitarian browsing, alongside electronic word-of-mouth (eWOM), impact e-satisfaction and e-loyalty. Grounded in theoretical frameworks like the Technology Acceptance Model (TAM), Expectancy-Disconfirmation Model (EDM), and Social Influence Theory (SIT), the research investigates the varying behaviors across different age groups—Millennials, Generation X, and Baby Boomers. Using a quantitative approach, data was collected via online surveys targeting active marketplace users. The findings reveal distinct generational responses: Millennials and Generation X exhibit stronger associations between browsing behaviors and positive electronic outcomes, such as e-satisfaction, eWOM, and e-loyalty, compared to Baby Boomers. The study underscores the role of marketing communications in fostering positive consumer experiences, highlighting that tailored, segment-specific strategies are essential for improving brand loyalty. Millennials are more influenced by personalized and engaging content, while Generation X values practicality and reliability, and Baby Boomers prioritize trust and customer service. This research provides empirical insights into how businesses can leverage marketing communications to enhance consumer satisfaction and loyalty. The study also offers practical recommendations for businesses to optimize their strategies in Indonesia’s competitive online marketplace by addressing the unique preferences of different generational cohorts. Future research should investigate additional factors influencing consumer behavior and evaluate the long-term effectiveness of segment-specific marketing approaches.