Analysis of E-Commerce Application, Entrepreneurial Orentation, Financial Literacy, Trust Towards Loyalty Through Consumer Satisfaction as Intervening Variables of Study on Msmes in Gerbangkertosusila Area

Achmad Rizal Fadlil Al Musyaffa (Universitas Islam Lamongan)
Abid Muhtarom (Universitas Islam Lamongan)
Moh. Heru Budi Santoso (Universitas Islam Lamongan)
Abdul Ghofur (Universitas Islam Lamongan)

International Journal of Contemporary Sciences (IJCS)
Vol. 3 No. 4 (2025): April 2025

This research aims to determine the role of e-commerce applications, entrepreneurial orientation, financial literacy, trust in loyalty through consumer satisfaction as intervening variables with the case study of the MSMEs in the Gerbangkertosusila Region. This type of research uses quantitative descriptive methods. The population in this research is customers in MSMEs in the Gerbangkertosusila area in the period 2023 - April 2024. The sample in this research used the Purpose Sampling method where the number of samples sought was 70 respondents. The method used for analysis is SEM with the Smart PLS tool. Based on the research results, it states that based on the results of hypothesis testing where the e-commerce application variables and trust have no significant effect on loyalty, the trust variable has no effect on consumer satisfaction. The variables entrepreneurial orientation, financial literacy and consumer satisfaction have a significant effect on customer loyalty