<![CDATA[The rapid digitalization encourages MSME actors to utilize digital marketing and digital payments (QRIS) to improve business performance and customer experience. This study examines the impact of the implementation of these two strategies on purchasing decisions and consumer satisfaction in Dimsum Umayumcha MSMEs in Malang City. Using a quantitative approach to the survey, data were collected from 120 respondents who were determined through accidental sampling techniques. The data were analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the help of SmartPLS 4. The findings of the study found that digital marketing had a positive and significant impact on purchase decisions, β=0.41; p<0.05. as well as consumer satisfaction, β=0.46; p<0.05. Similarly, the use of QRIS was proven to have a positive and significant effect on purchases, β=0.46; p>0.05. and consumer satisfaction, β=0.39; p<0.05.. The Value of, R-2. namely 0.59 for the purchase variable and 0.57 for consumer satisfaction, confirms that this research model obtained a good level of representation.]]>
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