Pengaruh Inovasi Digital, Kepuasan Pelanggan, Dan Kualitas Produk Terhadap Loyalitas Pelanggan Pada UMKM Keripik Tempe Khas Malang (Studi pada UMKM Keripik Tempe Toko Swari Sanan Malang)

Abstract

Abstract

This study aims to analyze the effect of digital innovation, customer satisfaction, and product quality on customer loyalty at Swari Sanan Malang Tempe Chips MSMEs. This research used a quantitative approach with explanatory research type. The sample consisted of 100 respondents who had made repeat purchases, selected using purposive sampling techniques. Data collection was conducted through questionnaires, while data analysis used multiple linear regression analysis with SPSS assistance. The results showed that digital innovation, customer satisfaction, and product quality simultaneously had a positive and significant effect on customer loyalty. Partially, digital innovation and product quality had a positive and significant effect on customer loyalty, while customer satisfaction had no significant effect on customer loyalty. Digital innovation became the most dominant variable affecting customer loyalty. These findings indicate that optimizing digital technology and maintaining product quality are important strategies in increasing customer loyalty in MSMEs.

Keywords: Digital Innovation, Customer Satisfaction, Product Quality, Customer Loyalty, MSMEs.