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All Journal JURNAL AKADEMIK EKONOMI DAN MANAJEMEN
Nabila, Keisya Ayu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Platform WhatsApp Business dan Word Of Mouth Terhadap Kepuasan Konsumen (Studi Pada Konsumen Umkm Di Purwokerto Barat, Banyumas, Jawa Tengah) Nabila, Keisya Ayu; Ravindra Safitra Hidayat
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 3 No. 1 (2026): JURNAL AKADEMIK EKONOMI DAN MANAJEMEN 
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v3i1.9269

Abstract

This study aims to determine the effect of product quality, the WhatsApp Business platform, and Word of Mouth on consumer satisfaction of MSMEs in West Purwok- erto, Banyumas, Central Java. This research employs a quantitative approach with a sample size of 100 respondents. The sampling method used is non-probability sampling with a purposive sampling technique, while the sample size was deter- mined using the Lemeshow formula.Data collection was conducted through ques- tionnaires with a Likert scale, processed using Microsoft Excel 2021 and SPSS ver- sion 26 software. The data analysis techniques include validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis test- ing. The results show that product quality and Word of Mouth variables have a significant effect on consumer satisfaction. Meanwhile, the WhatsApp Business platform variable does not have a significant effect on consumer satisfaction. These findings indicate that consumer satisfaction of MSMEs in West Purwokerto is more influenced by product quality and inter-consumer recommendations rather than the use of digital communication platforms.
Co-Authors Hidayat, Ravindra Safitra