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All Journal Jurnal Manajemen
Asmaul Husna
Master of Management, Postgraduate Program, Raja Ali Haji Maritime University
Economics, Econometrics & Finance

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Customer Satisfaction, Digital Marketing, and Performance of NIB-Registered Culinary Micro-Enterprises Diajeng Putri Dahlia; Asmaul Husna; Winata Wira
Jurnal Manajemen Vol. 30 No. 2 (2026): June-September 2026
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v30i2.4005

Abstract

This study examines how product quality, service quality, product innovation, customer satisfaction, and digital marketing explain the marketing performance of NIB-registered culinary micro-enterprises in Tanjungpinang City. A quantitative explanatory survey involved 117 owners or managers selected through purposive sampling and analyzed using PLS-SEM with SmartPLS 4. The results show that service quality increases owner- or manager-perceived customer satisfaction, and customer satisfaction increases marketing performance. Customer satisfaction fully mediates the effect of service quality on marketing performance. Digital marketing directly improves marketing performance, but it does not moderate the customer satisfaction-marketing performance relationship. Product quality and product innovation do not significantly predict customer satisfaction. This study adds local evidence that service-based satisfaction and practical digital capability shape marketing performance in formalized culinary micro-enterprises.
Co-Authors Diajeng Putri Dahlia Winata Wira