The Effect Of The Ease Of Technology And Digital Innovation On Consumer Satisfaction In Online Purchases Of Msme Products In The Culinary Sector In Bengkulu City
Abstract
The purpose of this study is to determine the influence of the Ease of Technology and Digital Innovation on Consumer Satisfaction in the online purchase of MSME products in the culinary sector in Bengkulu City. The type of research used in this study uses the Quantitative method.Based on the results of multiple linear regression analysis, the equation was obtained: Y = 3.186 + 0.343X₁ + 0.574X₂ + 2.115. The results of the partial test (t-test) showed that the Ease of Technology (X1) variable had a positive and significant effect on Consumer Satisfaction with a tcal value = 3.931 > t table = 1.980 and significance value = 0.000 < 0.05. The Digital Innovation (X2) variable also had a positive and significant effect on Consumer Satisfaction with a tcal value = 7.035 > t table = 1.980 and significance = 0.000 < 0.05. also has a positive and significant effect on Consumer Satisfaction with a tcal value = 7.035 > t table = 1.980 and significance = 0.000 < 0.05. Simultaneously, the results (F test) showed that both variables had a significant effect on Consumer Satisfaction with the value of Fcal = 194.831 > F table = 3.07 and significance = 0.000 < 0.05. A determination coefficient value (R²) of 0.769 indicates that Ease of Technology and Digital Innovation together are able to explain 76.9% of the variation in Consumer Satisfaction, while the remaining 23.1% is explained by other factors outside of this study model. Thus, it can be concluded that the higher the level of technological convenience and the more innovative digital services implemented by culinary MSMEs in Bengkulu City, the higher the level of consumer satisfaction in making online purchases.
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