DETERMINATION OF CONSUMER SATISFACTION IN ENDEK BALI FASHION MSMES
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Made Ermawan Yoga Antara(1*)
Faculty of Economics and Business, Universitas Pendidikan Nasional
(*) Corresponding Author
Keywords:
Digital Promotion, Brand Image, Service Quality, Customer Satisfaction, Balinese Endek
Abstract
This study examines the influence of digital promotion, brand image, and service quality on customer satisfaction at Fajar Sari Endek Collection in the context of the growing digital transformation in the local fashion industry. The rapid development of digital technology has significantly changed consumer behavior, requiring businesses to adopt effective digital promotion strategies, build a strong brand image, and deliver high service quality to maintain customer satisfaction. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers of Fajar Sari Endek Collection who had made purchases either directly or through digital platforms. The data were analyzed using multiple linear regression with the assistance of statistical software. The results indicate that digital promotion, brand image, and service quality each have a positive and significant effect on customer satisfaction, both partially and simultaneously. These findings suggest that integrating digital marketing strategies, strengthening a brand image rooted in local cultural values, and improving service quality are key factors in enhancing customer satisfaction in the traditional fashion industry. This study provides practical insights for managers of traditional fashion MSMEs in developing marketing strategies that are more customer-oriented and capable of sustaining competitiveness in the digital era.
Keywords: Digital Promotion; Brand Image; Service Quality; Customer Satisfaction; Balinese Endek
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References
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Gao, J. (2024). R-Squared (R2)–How much variation is explained? Research Methods in Medicine & Health Sciences, 5(4), 104-109.
https://doi.org/10.1177/26320843231186398.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
Hair, J. F., Sarstedt, M., Ringle, C. M., Sharma, P. N., & Liengaard, B. D. (2024). Going beyond the untold facts in PLS–SEM and moving forward. European Journal of Marketing, 58(13), 81-106. https://doi.org/10.1108/EJM-08-2023-0645.
Haris, A. (2023). Analisis pengaruh promosi digital dan kualitas layanan aplikasi Go-Food terhadap keputusan pembelian makanan. Economics and Digital Business Review, 4(1), 597–610.
Jahid, M. S. R. (2024). Social Media, Affiliate Marketing And E-Marketing: Empirical Drivers For Consumer Purchasing Decision In Real Estate Sector Of Bangladesh. American Journal of Interdisciplinary Studies, 5(02), 64-87.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12 – 40.
Rahayu, S., & Syafe’i, D. (2022). Pengaruh kualitas pelayanan, harga, dan promosi terhadap loyalitas pelanggan melalui kepuasan pelanggan. Jesya (Jurnal Ekonomi dan Ekonomi Syariah, 5(2), 2192–2107.
Ramasamy, G., Ramasamy, G. D., & Ramasamy, P. (2024). Conceptual review of consumer satisfaction theories with expectation-confirmation and disconfirmation paradigm for business sustainable growth and decision making. F1000Research, 13, 1399.
Rifka, A. M., Suraharta, I. M. I. I. J. (2024). Pengaruh kualitas pelayanan, harga & brand image dengan minat beli terhadap keputusan pembelian produk obat otc di apotek X Jakarta Timur. 2, 306–312.
Rohiman, D., & Sarah, S. (2025). Pengaruh brand image, kualitas produk, dan kualitas pelayanan terhadap kepuasan pelanggan. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 4614–4621.
Saragih, M. H., & Prayitta, A. D. (2023). Pengaruh Promosi, Kualitas Layanan dan Branding Terhadap Loyalitas Pelanggan Menggunakan Dompet Digital Shopeepay sebagai Metode dan Teknik Pembayaran. Jurnal Simki Economic, 6(1), 19–30. https://doi.org/10.29407/jse.v6i1.156.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
Siregar, A. F. R., Halim, A., & Indra, A. (2025). Pengaruh Kualitas Pelayanan, Harga, Brand Image dan Kualitas Produk Terhadap Kepuasan Konsumen Café. Jurnal Bisnis Mahasiswa, 5(4), 1900–1912. https://doi.org/10.60036/jbm.676
Soesanto, A. R., & Arsyad, A. W. (2024). Pengaruh Kualitas Produk, Kualitas Pelayanan, Harga Terhadap Keputusan Pembelian Pada Coffee Shop. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 6(2), 101–110. https://doi.org/10.47065/ekuitas.v6i2.6216.
Taherdoost, H. (2022). What are different research approaches? Comprehensive review of qualitative, quantitative, and mixed method research, their applications, types, and limitations. Journal of management science & engineering research, 5(1), 53-63. https://hal.science/hal-03741840/document.
Utomo, F. H., Rizkiawan, I. K., Khasanah, A. U., & Nuralamsyah, D. (2024). Pengaruh harga, kualitas pelayanan, dan citra merek terhadap kepuasan pelanggan pada pengguna Po Rosalia Indah. Journal of Management and Digital Business, 4(2), 288–300.
Zaki, A., Basalamah, M. R., & Wahono, B. (2023). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Cafe Ruang Singgah Malang). E – Jurnal Riset Manajemen, 12(01), 612–622.
Antara, M. E. Y., Martini, I. A. O., & Sugianingrat, I. A. P. W. (2024b). Innovation Ambidexterity and Digital Capability as Drivers of SMEs’ Sustainability. IEEE Access. https://doi.org/10.1109/ACCESS.2024.3470029.
Antara, M. E. Y., Riana, I. G., Wibawa, I. M. A., Putra, M. S. (2025). Serial mediation of knowledge and commitment to strengthen leadership and green behavior. Decision Science Letters, 14(4), 969–980.
https://www.growingscience.com/dsl/Vol14/dsl_2025_42.pdf.
Antara, M. E. Y. (2025). Pengaruh Motivasi Dan Manajemen Waktu Terhadap Kinerja Tenun Tinizhop Di Provinsi Bali. Media Bina Ilmiah, 20(1), 6667-6676. https://binapatria.id/index.php/MBI/article/view/1211.
Antara, M. E. Y., & Martini, I. A. O. (2025). Unlocking Innovation through Leadership: The Interplay of Work-Life Balance and Flexibility. Jurnal Ekonomi dan Bisnis Jagaditha, 12(2), 210-218. https://doi.org/10.22225/jj.12.2.2025.210-218.
Antara, M. E. Y. (2025). Accelerating Sustainable Performance of Balinese Woven MSMEs Through Digital Innovation and Green Entrepreneurship. BIMA Journal (Business, Management, & Accounting Journal), 6(2), 1415-1422.
https://doi.org/10.37638/bima.6.2.1415-1422.
Antara, M.E.Y. (2025). Bagaimana Mengkonversi Niat Konsumen untuk Membeli Produk UMKM Tenun Tinizhop? Indo-Fintech Intellectuals: Journal of Economics and Business, 5(2), 5234–5244.
https://ejournal.indo-intellectual.id/index.php/ifi/article/view/3233.
Aryadana, P., & Pagala, I. (2023). Pengaruh Promosi Penjualan, Harga, Kualitas Pelayanan Dan Brand Image Terhadap Kepuasan Konsumen Pada Toko Batavia Selluler Unaaha. EKOMAN: Jurnal Ekonomi, Bisnis Dan …, 197–214. https://jurnal.sitasi.id/ekoman/article/view/127%0Ahttps://jurnal.sitasi.id/ekoman/article/download/127/106.
Azzahra, A., & Nainggolan, B. M. H. (2022). Pengaruh media sosial, E-WOM, citra merek, kualitas pelayanan terhadap kepuasan pelanggan di R Hotel Rancamaya. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(3), 481–496.
Dewanti, C. P., Anggraini, N. P. N., & Jodi, I. W. G. A. S. (2023). Pengaruh Brand Image, Kualitas Pelayanan, dan Kualitas Produk terhadap Kepuasan Pelanggan (Studi pada H&M Beachwalk Bali di Kabupaten Badung). Jurnal EMAS, 4(11), 2732–2743.
Fathin, A., Cahaya, Y. F., & Erasashanti, A. P. (2022). Pengaruh Persepsi Harga, Promosi Penjualan, dan Citra Merek Terhadap Kepuasan untuk Meningkatkan Loyalitas Pelanggan (Studi kasus pada pengguna SIMCARD Telkomsel di Jabodetabek). Seminar Nasional Riset Ekonomi Dan Bisnis 2022, 284–307.
Fatoni, U. F. (2025). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online pada Produk Jims Honey di Kota Brebes. Jurnal Visi Manajemen, 11(2), 264–274.
Feti, F., Yova, F., R., & Gunawan, Y. (2022). Pengaruh Brand Image, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Jasa Pengiriman JNE Cabang Tegal Besar. Jurnal Penelitian Ilmu Sosial Dan Eksakta, 1(2), 73–84. https://doi.org/10.47134/trilogi.v1i2.14
Fitriyatus, S. L., & Mardikaningsih, R. (2024). Analisis pengaruh promosi digital, citra merek, dan keberagaman produk terhadap minat beli konsumen pada produk sandal dan sepatu di Kepuh Kiriman Waru. Jurnal Investasi Islam, 5(1), 617–636.
Fu, X., Liu, S., Fang, B., Luo, X. R., & Cai, S. (2020). How do expectations shape consumer satisfaction? An empirical study on knowledge products. Journal of Electronic Commerce Research, 21(1), 1-20.
Gao, J. (2024). R-Squared (R2)–How much variation is explained? Research Methods in Medicine & Health Sciences, 5(4), 104-109.
https://doi.org/10.1177/26320843231186398.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
Hair, J. F., Sarstedt, M., Ringle, C. M., Sharma, P. N., & Liengaard, B. D. (2024). Going beyond the untold facts in PLS–SEM and moving forward. European Journal of Marketing, 58(13), 81-106. https://doi.org/10.1108/EJM-08-2023-0645.
Haris, A. (2023). Analisis pengaruh promosi digital dan kualitas layanan aplikasi Go-Food terhadap keputusan pembelian makanan. Economics and Digital Business Review, 4(1), 597–610.
Jahid, M. S. R. (2024). Social Media, Affiliate Marketing And E-Marketing: Empirical Drivers For Consumer Purchasing Decision In Real Estate Sector Of Bangladesh. American Journal of Interdisciplinary Studies, 5(02), 64-87.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12 – 40.
Rahayu, S., & Syafe’i, D. (2022). Pengaruh kualitas pelayanan, harga, dan promosi terhadap loyalitas pelanggan melalui kepuasan pelanggan. Jesya (Jurnal Ekonomi dan Ekonomi Syariah, 5(2), 2192–2107.
Ramasamy, G., Ramasamy, G. D., & Ramasamy, P. (2024). Conceptual review of consumer satisfaction theories with expectation-confirmation and disconfirmation paradigm for business sustainable growth and decision making. F1000Research, 13, 1399.
Rifka, A. M., Suraharta, I. M. I. I. J. (2024). Pengaruh kualitas pelayanan, harga & brand image dengan minat beli terhadap keputusan pembelian produk obat otc di apotek X Jakarta Timur. 2, 306–312.
Rohiman, D., & Sarah, S. (2025). Pengaruh brand image, kualitas produk, dan kualitas pelayanan terhadap kepuasan pelanggan. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 4614–4621.
Saragih, M. H., & Prayitta, A. D. (2023). Pengaruh Promosi, Kualitas Layanan dan Branding Terhadap Loyalitas Pelanggan Menggunakan Dompet Digital Shopeepay sebagai Metode dan Teknik Pembayaran. Jurnal Simki Economic, 6(1), 19–30. https://doi.org/10.29407/jse.v6i1.156.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
Siregar, A. F. R., Halim, A., & Indra, A. (2025). Pengaruh Kualitas Pelayanan, Harga, Brand Image dan Kualitas Produk Terhadap Kepuasan Konsumen Café. Jurnal Bisnis Mahasiswa, 5(4), 1900–1912. https://doi.org/10.60036/jbm.676
Soesanto, A. R., & Arsyad, A. W. (2024). Pengaruh Kualitas Produk, Kualitas Pelayanan, Harga Terhadap Keputusan Pembelian Pada Coffee Shop. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 6(2), 101–110. https://doi.org/10.47065/ekuitas.v6i2.6216.
Taherdoost, H. (2022). What are different research approaches? Comprehensive review of qualitative, quantitative, and mixed method research, their applications, types, and limitations. Journal of management science & engineering research, 5(1), 53-63. https://hal.science/hal-03741840/document.
Utomo, F. H., Rizkiawan, I. K., Khasanah, A. U., & Nuralamsyah, D. (2024). Pengaruh harga, kualitas pelayanan, dan citra merek terhadap kepuasan pelanggan pada pengguna Po Rosalia Indah. Journal of Management and Digital Business, 4(2), 288–300.
Zaki, A., Basalamah, M. R., & Wahono, B. (2023). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Cafe Ruang Singgah Malang). E – Jurnal Riset Manajemen, 12(01), 612–622.
Published
2026-03-10
How to Cite
Antara, M. (2026). DETERMINATION OF CONSUMER SATISFACTION IN ENDEK BALI FASHION MSMES. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 645-654. https://doi.org/10.35508/jom.v19i1.27204
Section
Articles
