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All Journal West Science Interdisciplinary Studies
Ellys Nurhaliza
Politeknik Tunas Pemuda Tangerang
Humanities Economics, Econometrics & Finance Social Sciences

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Analysis of the Impact of E-Commerce Utilization, Digital Entrepreneurship, and Product Branding on MSME Customer Loyalty in West Java Mohammad Gifari Sono; Andry Stepahnie Titing; Ellys Nurhaliza
West Science Interdisciplinary Studies Vol. 2 No. 12 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i12.1520

Abstract

This study examines the impact of Digital Entrepreneurship, E-Commerce Utilization, and Product Branding on MSME Customer Loyalty in West Java. A quantitative approach was employed with a sample of 200 MSME owners and customers, using a Likert scale (1-5) for data collection and Structural Equation Modeling - Partial Least Squares (SEM-PLS) for analysis. The results reveal that all three factors significantly influence customer loyalty, with E-Commerce Utilization having the strongest effect followed by Digital Entrepreneurship and Product Branding. These findings suggest that MSMEs that leverage digital platforms, adopt innovative business models, and establish strong brands are more likely to enhance customer satisfaction and loyalty. The study underscores the importance of integrating digital tools, e-commerce strategies, and branding in MSME operations to foster long-term customer relationships and competitiveness in the market.
Analysis of the Impact of Process Automation and Human Resource Management on Production Completion Time and Product Quality in the Fast Food Industry in West Java Mohammad Gifari Sono; Apriyanto Apriyanto; Ellys Nurhaliza
West Science Interdisciplinary Studies Vol. 2 No. 12 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i12.1521

Abstract

This study investigates the impact of process automation and human resource management (HRM) on production turnaround time and product quality in the fast food industry in West Java. Using a quantitative research design, data were collected from 180 respondents through a structured questionnaire and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS 3). The findings reveal that both process automation and HRM significantly influence production turnaround time and product quality, with automation showing a stronger impact on quality and HRM demonstrating a more substantial effect on turnaround time. The study highlights the synergistic relationship between automation and HRM, emphasizing their combined role in achieving operational efficiency and maintaining high product standards. These results provide actionable insights for fast food businesses to integrate technological advancements with strategic human resource practices, ensuring competitiveness in a dynamic market.
Co-Authors Andry Stepahnie Titing Apriyanto Apriyanto Mohammad Gifari Sono