THE INFLUENCE OF INNOVATION, DIGITALIZATION, AND SERVICE QUALITY ON CUSTOMER SATISFACTION OF MSMES IN MEDAN CITY
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Abstract
This study aims to examine and analyze the influence of Innovation, Digitalization, and Service Quality on Customer Satisfaction of MSMEs in Medan City. The research method used is a quantitative method with a descriptive quantitative approach, classified as explanatory research. The population of this study consists of mobile coffee shop MSME consumers in Medan City. The research sample includes 100 respondents selected using the accidental sampling technique. The data analysis method employed is multiple linear regression. The F-test results, with an F-calculated value of 381.717 > F-table of 2.70 and a significance level of < 0.05, indicate that Innovation, Digitalization, and Service Quality simultaneously have a significant influence on Customer Satisfaction of MSMEs in Medan City. The t-test results show that Innovation has a positive and significant influence on Customer Satisfaction, Digitalization has a positive and significant influence on Customer Satisfaction, and Service Quality has a positive and significant influence on Customer Satisfaction. The coefficient of determination analysis yielded an Adjusted R² value of 0.920, meaning that the variation in the variables of Innovation, Digitalization, and Service Quality explains 92.0% of Customer Satisfaction, while the remaining 8.0% is explained by other variables.
Keywords:
Innovation Digitalization Service Quality Customer SatisfactionReferences
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