Knowledge Assets, I-Market Platform Utilization, and Consumer Satisfaction of Micro and Small Enterprises in Indonesia

Nurul Haeriyah Ridwan (Universitas Negeri Makassar)
Ni Luh Sinta Yani (Universitas Negeri Makassar)
Moch Faizal Rachmadi (Universitas Ivet)

Jurnal Penelitian Pendidikan
Vol. 43 No. 1 (2026): April 2026

This study analyzes the influence of knowledge assets and I-Market platform utilization on consumer satisfaction of Micro and Small Enterprises (MSEs) in Indonesia. Data were collected through a survey of 140 MSE owners in Indonesia using a 1–5 Likert scale and analyzed using SEM- PLS (WarpPLS).  The results show that knowledge assets and I-Market platform utilization have a positive and statistically significant effect on consumer satisfaction. The model explains 64% of the variance in consumer satisfaction, with I-Market utilization demonstrating a more dominant influence compared to knowledge assets. These findings emphasize the importance of a holistic approach that aligns human resource competency development with the acceleration of digital inclusion to build sustainable consumer loyalty within the digital economic ecosystem.