Pengaruh Perkembangan Kerupuk Emping Diera Digital Terhadap Kepuasan Pelanggan Di Kota Cirebon

Irfan Yahya; Sudadi Pranata; Feri Fauzi

doi:10.61434/dfame.v3i2.295

Penulis

Irfan Yahya Universitas Catur Insan Cendekia
Sudadi Pranata Universitas Catur Insan Cendekia
Feri Fauzi Universitas Catur Insan Cendekia

DOI:

https://doi.org/10.61434/dfame.v3i2.295

Kata Kunci:

Digital, Kepuasan Pelanggan, UMKM Cirebon

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh perkembangan kerupuk emping di era digital terhadap kepuasan pelanggan di Kota Cirebon. Latar belakang penelitian ini adalah semakin berkembangnya digitalisasi dalam sektor UMKM, termasuk pada produk tradisional seperti emping. Penelitian menggunakan pendekatan kuantitatif dengan metode regresi linier sederhana. Sampel terdiri dari 100 responden yang merupakan pelanggan emping secara daring. Hasil penelitian menunjukkan bahwa perkembangan emping di era digital berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dengan nilai koefisien sebesar 0,490 dan signifikansi 0,000. Ini menunjukkan bahwa semakin baik digitalisasi yang dilakukan oleh produsen emping, maka semakin tinggi tingkat kepuasan pelanggan. Temuan ini memperkuat teori kepuasan pelanggan dari Oliver (1997) yang menekankan pentingnya kesesuaian antara harapan dan persepsi terhadap kinerja layanan. Penelitian ini memberikan implikasi praktis bagi pelaku UMKM untuk terus meningkatkan kualitas digitalisasi guna mempertahankan loyalitas pelanggan, serta kontribusi akademik dalam memperluas teori kepuasan pelanggan di ranah produk tradisional lokal.

Unduhan

Data unduhan belum tersedia.

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