<![CDATA[Customer loyalty is an important aspect of the sustainability of culinary MSMEs amid increasingly competitive business conditions. This study aims to analyze the influence of digital marketing and product innovation, both partially and simultaneously, on customer loyalty at Lapak Bu Rini, a geprek chicken culinary MSME located in Dompu Subdistrict, Dompu Regency. This study employed a quantitative approach with an explanatory research design. The research population consisted of customers of Lapak Bu Rini's geprek chicken products in Dompu Subdistrict, Dompu Regency, with a total population of 100 customers. The sample consisted of 50 respondents selected using purposive sampling, with the criteria of having purchased the product at least twice, being aware of promotions through social media or customer testimonials, being at least 17 years old, and being willing to complete the research questionnaire. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The measurement model evaluation indicated that all indicators met the validity and reliability criteria. The hypothesis testing results show that digital marketing has a positive and significant effect on customer loyalty; therefore, H1 is accepted. Product innovation also has a positive and significant effect on customer loyalty; therefore, H2 is accepted. In addition, digital marketing and product innovation jointly support the improvement of customer loyalty; therefore, H3 is accepted. Thus, the implementation of digital marketing through social media supported by product innovation that aligns with consumer needs is an effective strategy for increasing and maintaining customer loyalty at Lapak Bu Rini in Dompu Subdistrict.]]>
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