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All Journal JURNAL RELASI STIE MANDALA JEMBER EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Jurnal Pengabdian Pancasila (JPP) Relasi : Jurnal Ekonomi RISK : Jurnal Riset Bisnis dan Ekonomi Jurnal Pengabdian Masyarakat PRAGMATIS Jurnal Manajemen dan Bisnis Journal of Islamic economics Perspectives (JIEP) Bulletin of Science, Technology and Society NALA : Jurnal Pendidikan, Penelitian, dan Pengabdian Masyarakat JBIMA: Jurnal Pengabdian kepada Masyarakat Jurnal Pengabdian Ilmu Kesehatan
Al Hakim, Yusuf Rahman
Universitas Mayjen Sungkono Mojokerto
Religion Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Market Orientation, Digital Capability, and Brand Image Driving Customer Loyalty: Evidence from Indonesian Retail MSMEs Eny Nuraeni; Yusuf Rahman Al Hakim; Ghozali; Risa Amalia Muzrifah; Ulfa Rahmawati
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 7 No. 1 (2026): Mei 2026
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v7i1.7520

Abstract

This study investigates how market orientation, digital capability, and brand image influence customer loyalty, with customer satisfaction as a mediating factor, within retail MSMEs. It aims to understand how internal organizational competencies and marketing strategies foster long-term customer relationships in a competitive and digitalized marketplace. Using a quantitative survey approach, data were collected from 160 customers of retail MSMEs, following the ten-times rule for 16 indicators. Analyses were conducted with PLS-SEM to assess measurement validity and structural relationships. Results indicate that brand image directly enhances both customer satisfaction and loyalty, while digital capability and market orientation affect loyalty indirectly through satisfaction. Moreover, customer satisfaction significantly mediates these relationships, serving as a critical mechanism by which organizational capabilities and strategies are translated into loyalty. The findings underscore the importance for MSMEs of strengthening brand image, advancing digital competencies, and maintaining market-oriented strategies to improve satisfaction and loyalty, offering both theoretical contributions to relationship marketing and practical guidance for managers in the digital era.             
Co-Authors Anis Sirojuddin Suryo Negoro Arif Rachman Putra Arif Rahman Putra Ashriana, Ahfi Nova Betty Maya Sari Dewianawati, Dwi diah cahyani Dita Nurmalasari Dwi Simbe Sagita Elly Joenarni Elok Cahyaning Pratiwi Eny Nuraeni Erry Setiawan Ghozali Hahury, Hendri Dony Hariani, Mila Iftitah Rizky Amalia Mila Harini Mochamad Irfan Mochamad Irfan, Mochamad Mochammad Irfan Muhammad Faisal Amri Mukhib Dwi Al Jauhari Mu’alifah Ma’la M. R Nur Aini Nurhidayat Nurhidayat Nuril Fauriyah Nurmalasari, Dita Poppy Meilina Dian Hastuti Putra, Arif Rahman Richlatus Sholichah Risa Amalia Murzrifah Risa Amalia Muzrifah Roby Pravian Rudi Hartono Ryan Yuda Darmawan S Samsul Arifin Sari Rahayu Rahayu Sigita, Dwi Sembe Sinambela, Ella Anastasya Surya Adi Winata Ulfa Rahmawati Vera Virgia, Vera Vina Cahyani Purti Yogi Wahyu Jaya W Yunita Wikandari Zulkarnain, Muhamad Amir Bin