Analisis Kepuasan Pengguna Aplikasi Krealogi Pada UMKM Sumatera Barat
DOI:
https://doi.org/10.35134/ekobistek.v13i3.822Keywords:
Digital marketing, User Satisfaction, User LoyaltyAbstract
This study aims to test the effect of digital marketing on user loyalty of the Krealogi application on MSMEs in West Sumatra with user satisfaction as a mediating variable. The research method is quantitative with a causal approach. The population is MSME actors in West Sumatra with a total of 326 and a sample of 326 taken through total sampling. Data collection using questionnaires and SEM-PLS data analysis. The results of the study directly found that digital marketing and user satisfaction have a positive and significant effect on user loyalty. Digital marketing has a positive and significant effect on user satisfaction. The indirect result is that digital marketing has a positive and significant effect on user loyalty with user satisfaction as a mediator. The results of the determination coefficient test obtained an adjusted R-square of 0.495. This means that the variance of digital marketing (X1) in explaining user satisfaction (X2) is weak, namely 49.5%. The adjusted R-square value is 0.548. This means that the variance of digital marketing (X1) in explaining user loyalty (Y) is moderate, namely 54.8%.
References
N. S. Rahayu, M. H. Dhiaullah, and A. Marsha, “Utilizing E-learning and User Loyalty With User Satisfaction as Mediating Variable in Public Sector Context,” Int. J. Data Netw. Sci., vol. 7, no. 3, pp. 1341–1348, 2023, https://doi.org/10.5267/j.ijdns.2023.4.004
F. Xu and J. T. Du, “Computers in Human Behavior Factors in fl uencing users ’ satisfaction and loyalty to digital libraries in Chinese universities,” Comput. Human Behav., vol. 83, pp. 64–72, 2018, https://doi.org/10.1016/j.chb.2018.01.029
M. Noor, “The Effect of E-service Quality on User Satisfaction and Loyalty in Accessing E-government Information,” Int. J. Data Netw. Sci., vol. 6, pp. 945–952, 2022, https://doi.org/10.5267/j.ijdns.2022.2.002
X. Jin and F. Xu, “Examining the Factors Influencing User Satisfaction And Loyalty on Paid Knowledge Platforms,” Aslib J. Inf. Manag., vol. 73, no. 2, pp. 254–270, 2021, https://doi.org/10.1108/ajim-07-2020-0228
D. Anyam, “Krealogi,” 2024. https://app.krealogi.com/tentang-krealogi/
Wicaksana, I. (2021). PENGARUH PEMASARAN DIGITAL DAN KUALITAS PRODUK TERHADAP LOYALITAS MELALUI KEPUASAN PADA PELANGGAN USIA MUDA. Jurnal Manajemen Kewirausahaan, 18(1), 1. https://doi.org/10.33370/jmk.v18i1.507
Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/journal.1006.2020.101.142.158
A. Rauf et al., Digital Marketing : Konsep dan Strategi. Cirebon: Insania, 2021.
Vijai, J. P. (2018). Examining the relationship between system quality, knowledge quality and user satisfaction in the success of knowledge management system: an empirical study. International Journal of Knowledge Management Studies, 9(3), 203. https://doi.org/10.1504/ijkms.2018.094211
Sugiyono, Statistika Untuk Penelitian. Bandung: Alfabeta, 2023.
D. Suma and B. A. Siregar, Bisnis Digital. Sumatera Barat: Azka Pustaka, 2023.
Sholihah, A. S., Respati, H., & Prasetya, D. A. (2022). The Importance of System Quality to the Quality of Information through User Satisfaction in Syntactic Information Systems in the Office of Notary and PPAT Muhammad Haris Fathony, Sh., M.Kn. East African Scholars Journal of Economics, Business and Management, 5(8), 223–227. https://doi.org/10.36349/easjebm.2022.v05i08.004
A. Firmansyah, Perilaku Konsumen (Sikap dan Pemasaran). Yogyakarta: Deepublish Publisher, 2018.
I. Ghozali, Partial Least Squares (Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris). Semarang: Badan Penerbit Universitas Diponegoro, 2021.
R. A. Masito and Saino, “Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Loyalitas Konsumen Pada Produk Air Minum Cheers ( Studi Pt . Atlantic Biruraya ),” J. Pendidik. Tata Niaga, vol. 9, no. 2, pp. 1216–1222, 2021.
Susanti, R., Ananda, L. R., & Silvia, E. D. (2022). Digital Marketing dan Entrepreneurial Marketing dalam Mengoptimalkan Loyalitas Pelanggan: Peran Kepuasan Pelanggan Sebagai Mediasi. JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA, 20(3), 173–182. https://doi.org/10.29259/jmbs.v20i3.16974
Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). THE DIGITAL MARKETING TO INFLUENCE CUSTOMER SATISFACTION MEDIATED BY PURCHASE DECISION. Jurnal Aplikasi Manajemen, 21(3). https://doi.org/10.21776/ub.jam.2023.021.03.03
Lazuardi, A. R., TS, A. R., & Sudaryo, Y. (2022). Influence of Digital Marketing on Customer Satisfaction Of Bank Jabar Banten Syariah (BJBS) and the Implications On Corporate Image. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(1), 4036-4048. https://doi.org/10.33258/birci.v5i1.4104
Romadhoni, B. R., Akhmad, A., Rusydi, M. R., & Mustaking, M. (2024). Result of Digital Marketing, Product Quality and Mediation Customer Satisfaction. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1). https://doi.org/10.37676/ekombis.v12i1.5031
D. M. Lashayo and J. R. A. Mhina, “Investigation of Factors Influencing Satisfaction and Loyalty Toward Use of Enterprise Resource Planning Systems: a Case of Tanzanian Higher Education Institutions,” Bus. Educ. J. Vol., vol. 9, no. I, pp. 1–26, 2023, [Online]. Available: www.cbe.ac.tz
N. Hanif and Suyanto, “Pengaruh Kualitas Pelayanan, dan Digital Marketing terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Toko Bangunan Roemah Kita Gresik,” Soetomo Bus. Rev., vol. 4, no. 2, pp. 130–145, 2022.
H. Hendrayati and A. Nurwulandari, “Pengaruh Gaya Hidup, Lokasi dan Digital Marketing terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen pada Kedai Latar Kopi Jagakarsa Jakarta Selatan,” J. Ilm. Indones., vol. 7, no. 12, pp. 1–18, 2022.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Ekobistek
This work is licensed under a Creative Commons Attribution 4.0 International License.
