PENGARUH DIGITAL PAYMENT DAN SERVICE QUALITY TERHADAP KEPUASAN PELANGGAN PADA UKM SOTO AYAM ASLI BU NO KOTA MADIUN

Abstract

Digital transformation has become a strategic necessity for MSMEs in facing modern business changes marked by changes in consumer behavior and transaction systems. The implementation of digital payments and improving service quality are important factors in maintaining competitiveness and meeting customer expectations, especially in the culinary sector. Soto Ayam Asli Bu No in Madiun City, an MSME engaged in the culinary field, has adopted digital technology to improve service quality. The synergy between digital payments and service quality is believed to have an effect on customer satisfaction levels. This study aims to determine and explain the effect of digital payments and service quality on customer satisfaction at the Soto Ayam Asli Bu No SME in Madiun City. This is a quantitative study with 100 customers as respondents. The statistical analysis used in this study is (SEM) with the help of SmartPLS4 software and descriptive analysis using SPSS 25. The results of this study indicate that digital payment has a positive and significant effect on customer satisfaction. Service quality has a positive and significant effect on customer satisfaction. The test shows that digital payment and service quality simultaneously affect customer satisfaction.