<![CDATA[This study aims to analyze the effect of e-commerce, social media, and fintech on customer satisfaction in the culinary MSME sector in Jambi City. This study is motivated by the development of digital technology that has encouraged changes in consumer behavior toward digital based transactions. The research method used is a quantitative approach with data collection techniques through questionnaire distribution. The sample used consisted of 101 respondents selected using purposive sampling techniques. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results show that e-commerce, social media, and fintech have a positive and significant effect on customer satisfaction. The coefficient of determination indicates that the research model is able to explain the customer satisfaction variable well. These findings indicate that the utilization of digital technology plays an important role in improving customer satisfaction in the culinary MSME sector in Jambi City. This study is expected to contribute to the development of digital marketing knowledge and serve as a reference for MSME actors in designing digital transformation strategies to improve business competitiveness.]]>
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