Analisis Kepuasan Pengguna Aplikasi Krealogi Pada UMKM Sumatera Barat

This study aims to test the effect of digital marketing on user loyalty of the Krealogi application on MSMEs in West Sumatra with user satisfaction as a mediating variable. The research method is quantitative with a causal approach. The population is MSME actors in West Sumatra with a total of 326 and a sample of 326 taken through total sampling. Data collection using questionnaires and SEM-PLS data analysis. The results of the study directly found that digital marketing and user satisfaction have a positive and significant effect on user loyalty. Digital marketing has a positive and significant effect on user satisfaction. The indirect result is that digital marketing has a positive and significant effect on user loyalty with user satisfaction as a mediator. The results of the determination coefficient test obtained an adjusted R-square of 0.495. This means that the variance of digital marketing (X1) in explaining user satisfaction (X2) is weak, namely 49.5%. The adjusted R-square value is 0.548. This means that the variance of digital marketing (X1) in explaining user loyalty (Y) is moderate, namely 54.8%.