Model of Increasing Income and Customer Satisfaction Through Product Quality and Digital Marketing in the MSME of Baduy Community
Abstract
The purpose of this study is to analyze the model of increasing income and costumer satisfaction through product quality and digital marketing in the Micro, Small and Medium Enterprises (MSME) of Baduy Community, Lebak Municipality, Banten Province, Indonesia. The population is all foreign and domestic tourists who visit the micro, small and medium enterprises of the Baduy community, Kanekes Village, Lewidamar District, Lebak Municipality, Banten Province, Indonesia. The research sample used was purposive sampling and distributed questionnaires to 125 respondents, but only 89 respondents returned the questionnaire. A quantitative method in this research with analysis of construct validity and reliability, path coefficients, R square and model fit. The results showed that there was a significant effect of product quality on income and product quality on customer satisfaction. The results of the study also prove that there is a significant effect of digital marketing on income and digital marketing on customer satisfaction. Customer satisfaction and income are influenced by good quality products with digital marketing. This increased satisfaction is evidenced by the many MSME products purchased by customer so to increase the income of the MSME of Baduy community.
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DOI: http://dx.doi.org/10.18415/ijmmu.v9i3.3621
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