Professional Documents
Culture Documents
Disusun Guna Memenuhi Tugas Mata Kuliah Manajemen Koperasi & UMKM
Dosen Pengampu :
Drs. Sutrisno, M.Si
Oleh :
Miftakhur Rohmah
190910202002
3ikramuddin@unimal.ac.id
4hsyahputra@gmail.com
Abstract. The main aim is to investigate the digital products with competitive advantages that contribute
technologies supporting small and medium to regional economic growth. Supply chain
enterprises (SMEs) operating in creative industries in management practices were also statistically
their supply chain management strategies. In the significant, and mediated the relationship between
globalization era, digital marketing platforms play a customer satisfaction and product quality and
significant role in increasing customer loyalty and flexibility
indirectly effect on the economic growth of a Keywords— Consumer loyalty, consumer satisfaction,
community. In conjunction with its essential issue, the supply chain management, digital platforms (online
current study aims to investigate the role of digital media), Small and Medium Enterprises
marketing platforms (online media) and its structural
relationship to the consumer satisfaction and loyalty 1. Introduction
in SMEs at Aceh province, Indonesia. This study
designed using Quantitative analysis with a cross- In the digital era, online platforms have been
sectional study through a survey questionnaire. This significantly increasing customer satisfaction and
study involved all of the customers the SMEs customer loyalty and indirectly affect the economic
products in Aceh province, Indonesia. A total of 219
growth of a community. This phenomenon
customers have participated in answering the survey
questionnaire via Google forms. The data analyzed
provides potential opportunities to develop and
using the Analysis of Moments Structure by assisting utilize all of the industrial sectors in the marketing
the statistical software IBM - AMOS Version 22. The of SME products and services. According to the
digital platforms performed by using the Sobel test. National Development Planning Agency (BPN),
The results of this study found that the digital the Central Bureau of Statistics (BPS), and the
marketing for supply chain (online media) United Nations Population Fund, whereby the
significantly affect consumer satisfaction. Then, SMEs in Indonesia reached 58.97 million in 2018.
digital supply chain has a significant effect on Also, the Finance Deputy of the Ministry of
consumer satisfaction. Also, this study found that the
Cooperatives and SMEs, (Kemkop UKM), micro,
product review does not significantly affect the
consumer loyalty. Besides that, the consumer
small, and big business units numbered 58.91
satisfaction and the use of online media directly affect million, 59,260, and 4,987, respectively, in 2018
the consumer loyalty. In conclusions, this study [1-4].
successfully investigated the online media digital The number of SMEs in the Aceh Province has
supply chain, and consumer satisfaction and its increased rapidly from 48,882 in 2014 to 75.207 in
structural relationship on consumer loyalty in SMEs 2016 [5]. Most SMEs are engaged in trade,
products that viewed as a digital marketing services, agriculture, mining, industry, fisheries,
perspective. Then, this study comprehensively transportation, and livestock business. Although the
evaluated the role of digital supply chain, consumer
number of SMEs continues to increase, this sector
satisfaction, and consumer loyalty in providing SME
has not achieved optimal productivity. The sub-
______________________________________________________________
International Journal of Supply Chain Management
IJSCM, ISSN: 2050-7399 (Online), 2051-3771 (Print)
Copyright © ExcelingTech Pub, UK (http://excelingtech.co.uk/)
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Int. J Sup. Chain. Mgt Vol. 9, No. 3, June 2020
optimal development of SMEs in Aceh can how to market their products using digital-based
contribute to factors such as high transaction costs technology media, face several challenges and
due to persistent uncertainty and high market constraints, such as inadequate human resources,
competition. Also, a study by Hasan et al, (2020) lack of experience, inability to use digital-based
stated that the SMEs has limited access on financial electronic devices or technology, lack of
institution for getting the financing support. innovation, and weak production capacity. The
Further, [6] stated that the SMEs have limited common problems that most domestic industries,
access to production resources, particularly raw particularly SMEs, face relate to lack of knowledge
materials and capital, limited facilities and about business management and modern business
infrastructure, imperfect market information, promotion [13]. Thus, to gain competitive
inadequate entrepreneurial competencies, and advantage, companies must set a transparent
limited capital support hindered the optimal market and learning orientations because
development of SMEs in Aceh, Indonesia. knowledge of digital-based market and learning
The Central Bureau of Statistics (BPS) in the Aceh orientations is the key to obtaining competitive
Province reported that productivity growth, advantages that eventually affect SME
evidenced by increased production, differ between performance.
large and medium manufacturing industries, and
between micro and small enterprises in the Aceh 2. Literature Review
Provinc[7]. In general, production in large and
medium manufacturing industries in the Aceh Small and Medium Enterprises (SMEs)
Province increased by 3.46% (quarter to quarter) in Industry
the third quarter of 2017 compared to the second Small and medium enterprises play a crucial role in
quarter. This increase in production occurred in the enhancing the social welfare of the community and
food and nonmetal industries [7]. The BPS also the economic growth of Indonesia. SMEs consist of
reported that 3.79 million SME players utilized 99.99 percent of the total business actors in
digital technology or e-commerce [8]. This number Indonesia, or 56.54 million units [14]. In Indonesia,
is low compared to the total number of SME actors. SMEs are defined in Act Number 20 of 2008, i.e.,
Generally, SME players market their products by the company classified as an SME is a small
utilizing the major marketplace platforms in company owned and managed by someone or
Indonesia, such as [9]. According to [10], the owned by a small group of people with a certain
concept of e-SME is a breakthrough in SME amount of wealth and income” [15]. According to
product marketing in terms of entering the ASEAN BPS, SMEs can be defined based on the amount of
free market. The e-SME initiative, which is based labor employed. Small businesses have a workforce
on Android applications, employs a system similar of 5 to 19 people, while medium-sized companies
to online buying and selling platforms. The only comprising of 20 to 99 workers. Furthermore,
difference is that e-SME is controlled and according to the Organization for Economic Co-
supervised by the government to transform the operation and Development (2000), SMEs are
digital marketing system to support SMEs’ defined as non-subsidiary independent firms that
performance. The digital transformation is limited employ less than a given number of employees.
to the direct use of and investment in digital
technology. Still, it is also related to the need to Digital marketing
make business models more efficient, which is With the advancement of the Internet, the concept
expected to lead to value creation for customers of marketing has shifted from traditional to
and employees, enabling SMEs to stay competitive modern. The Internet has changed consumer
in the digital economy [11, 12]. behavior in obtaining information from magazines,
The digital economy era demands various newspapers, and in some cases, television and
improvements from SMEs, including better brand radio. Digital marketing used as a marketing media
product quality standards. Standardized product strategy to strengthen demand in the community
quality will enhance consumer satisfaction, which and to support various business activities [16].
eventually affects consumers’ loyalty to the According to the American Marketing Association,
product. Government and business actors, digital marketing refers to the activity, institution,
especially in Aceh Province, who are still unsure of and process, facilitated by the digital technology of
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Int. J Sup. Chain. Mgt Vol. 9, No. 3, June 2020
creating, communicating, and conveying value to relationships in sales strategy: developing business
consumers and other interested parties [17, 18]. In credibility through social media and utilizing social
[19] defined digital marketing as the use of media websites to increase sales.
technology to support product marketing activities
whose final aim is to enhance consumer knowledge Consumer satisfaction
by adjusting the offered products to meet Consumer buying behavior within the e-commerce
customers’ needs. context can be influenced by the level of consumer
Digital marketing applied by companies to their satisfaction obtained from online transactions,
perceived benefits and use [20, 21]. To enhance the which leads to repeat purchases (loyalty) further.
usage of digital marketing, marketers must focus on Previous research [29] shows that when consumer
maintaining relationship-based interactions with satisfaction is achieved in online transactions, it
their customers. According to [22], digital stimulates repeat purchases. Consumer satisfaction
marketing defined as a sub-branch of traditional with the consumption of an item or service
marketing. The digital channels employed to purchased from a company is reflected in the
achieve the same goals as those of traditional repurchase of the goods or services [30]. Further
marketing, that is, to attract new consumers and research [31] found that social media, particularly
retain old customers by providing higher value. promotions via social media, significantly affects
This marketing approach involves engaging consumer satisfaction. Moreover, [32] stated that
customers with brands through social media, blogs, knowledge about products and online services
forums, email, mobile phones, website, and online would increase the consumer satisfaction of SME
platforms. product buyers. Additionally, consumer satisfaction
In [23] said that there are some types of digital and trust have a positive and significant influence
media can be used as indicators to measure on online purchasing [33].
consumer behavior, namely, (1) institutional web
sites or microsites, (2) websites or microsites for Consumer loyalty
clients, (3) chat/voice/video via Internet Protocol Loyalty is defined as a firm commitment to
(IP), (4) cellular networks, (5) mobile applications, repurchase or repeat purchases of favored products
(6) discussion forums, (7) Facebook, (8) Twitter, or services in the future, leading to repeated
(9) Orkut, and (10) blogs. In [24] found that the purchases of the same brands, regardless of various
success of marketing activities depends mainly on situational influences and marketing promotions
the organization’s website, social marketing, and that might shift this behavior [34]. Concerning
digital advertising, all of which comprise digital consumer loyalty, customers in social media may
marketing. Furthermore, [25] described the turn to marketers and advertisers who produce,
evolution of digital marketing through devices, edit, and share information online about specific
including Web 2.0. E-commerce, social media companies, products, and services. In [35] found
(blogs, Google+, Facebook, Instagram, LinkedIn, that companies can develop their branding
Twitter, Pinterest, YouTube, Wikis), and other strategies using social media and online brand
media such as display advertising, email communities through online co-creation marketing
(newsletters), mobile applications, pay-per-click strategies. This insight informs practitioners
(PPC) marketing, and search engine optimization. regarding the impact of social media on branding
and provides them with ideas about how they can
Online media improve brand loyalty.
Social networking plays a vital role in developing The Conceptual Model Development
marketing relationships. SMEs can obtain the Relationship between online media and
benefits of social networking strategies offered by consumer satisfaction
platforms such as Facebook, Twitter, and Sales strategies have developed rapidly with the
YouTube, which are essential channels for SMEs to emergence of new media channels that can be
advertise their brands for a low budget [26]. Social employed for marketing strategies, such as
media is more than a means of communication and Facebook, YouTube, Google, and Twitter [36],
entertainment. For SMEs, online social media is enabling customers to take more active roles as
also an important part of their business marketing market players and allowing sellers to reach their
strategies [27]. Further, [28] proposed two new consumers regardless of time and place. Brands
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introduced through social media influence the way channel for increasing brand recognition and,
customers think about products and brands [37], ultimately, customer loyalty to the brand. The
which in turn affects customer satisfaction. Several development of online media marketing strategies
empirical studies concluded that digital marketing has enabled SMEs to maintain their customer
(online media) has a significant impact on relationships, resulting in high loyalty. H3: Online
customers [38], making digital marketing crucial in media has a positive and significant influence on
enhancing customer satisfaction. Furthermore, [39] the consumer loyalty of SME customers in the
observed that online-based social media has a Aceh Province.
significant impact on encouraging customer Relationship between digital supply chain and
satisfaction with certain products and brands. consumer loyalty
Online customer satisfaction must also be followed A marketing strategy that involves various online
by high quality, convenience, and low [40-42]. H1: media platforms is the most prominent predictor of
Online media has a positive and significant customer loyalty among SME customers, followed
influence on the consumer satisfaction of MSME by various positive and negative customer
customers in the Aceh Province. responses. The better the rank and response rates to
Relationship between digital supply chain and positive comments, the higher the loyalty of SME
consumer satisfaction customers. Therefore, digital supply chain on social
The relationship between products and digital media, especially regarding product rating and
supply chain is crucial in maintaining customer responses to negative comments, must be managed
loyalty to SME products. Proper digital supply well. Some studies, including the one by [22],
chain allow consumers to gain an understanding explain that digital supply chain can improve
about a product. Digital supply chain process customers’ positive perceptions regarding product
should mention the product used, its specialties, loyalty. In [24] found that digital supply chain
punctuality, volume, valence (negative and made by online customers have a positive and
positive), and completeness. Some empirical significant effect on customer satisfaction, which
studies have highlighted the importance of digital ultimately affects customer loyalty. H4: digital
supply chain, such as that of Zhao, Wang, Law, and supply chain have a positive and significant
[16], who found a positive causal relationship influence on the consumer loyalty of SME
between usability, review expertise, timeliness, customers in the Aceh Province.
volume, and completeness, as well as the purchase Relationship between consumer satisfaction and
intention of customers online. However, the effect consumer loyalty
of online reviews on repurchase intention due to In [29], SME companies use online social media
satisfaction value factors is not statistically with four main objectives: (a) branding, (b)
significant. In [9] found that digital supply chain community gathering, (c) customer satisfaction and
made by online customers have a positive and loyalty, and (d) economic performance. Customer
significant effect on customer satisfaction. satisfaction is also a construct that enhances
Additionally, [12] observed that satisfied customers customer loyalty. In [31] stated that customer
tend to recommend products and services to other satisfaction has a significant effect on customer
people through digital supply chain in the form of loyalty and acts as a mediating variable in its
text or ranks on websites, social media, blogs, and relationship with loyalty. The above statement is in
other online platforms. H2: digital supply chain line with the findings of [5, 19] that customer
have a positive and significant influence on the satisfaction can encourage customer loyalty to
consumer satisfaction of SME customers in the certain products and brands. Furthermore, [28]
Aceh Province. found that customer satisfaction has a significant
Relationship between online media and effect on customer loyalty. H5: Consumer
consumer loyalty satisfaction has a positive and significant influence
Using the Internet and online media provides on the consumer loyalty of SME customers in the
interactional and transactional benefits. Online Aceh Province.
media contributes positively to the enhancement of
customer loyalty. A previous study [21] examined 3. Methodology
social media engagement focusing on Facebook This study designed using Quantitative analysis
and concluded that Facebook is an important with a cross-sectional study through a survey
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questionnaire. This study involved all of the strong theoretical considerations. This path analysis
customers the SMEs products in Aceh province, model is suitable for testing research hypotheses
Indonesia. A total of 219 customers have that show direct and indirect relationships. Also,
participated in answering the survey questionnaire descriptive statistics analyzed utilizing the
via Google forms. A sample size of 100–200 was Statistical Package for Social Sciences (SPSS-22).
considered ideal for this research based on the The digital platforms performed by using the Sobel
maximum likelihood estimation (MLE) parameter. test.
The data analyzed using the Analysis of Moments
Structure (AMOS) by assisting the statistical 4. Results and Discussion
software IBM - AMOS Version 22. Data analysis Results
using AMOS is generally depicted in a circular Demography Profile of Respondents
image with arrows showing the relationship Table 1 presents the profile of the respondents. A
between the independent, mediator, and dependent majority of the respondents in this study were male
variables. The SEM analyzed the relationship (50.7%), aged between 18 and 30 years (49.20%),
between research variables and measurement had undergraduate education (52.69%), were
errors. Each variable was converted into an married (73.50%), and worked as civil servants
indicator, measured by ranking answers along an (61.10%).
interval scale of 1 to 5. The causal model
formulated by this researcher must be based on
Reliability and Validity of the model (1–5). According to Malhotra and Maryam (2010),
The statistical description of the model is discriminatory validity can be determined from the
summarized in Table 2. Confirmatory factor average variance extracted (AVE). The AVE value
analysis through SEM was conducted to evaluate for each construct was greater than the
the reliability and validity of the instrument. The recommended value, indicating that the
analysis results proved that all constructs were measurement model has proper discriminant
reliable based on the Cronbach’s value, and the validity. An AVE value above 0.50 indicates
construct reliability value was greater than 0.70, as convergent validity. The degree of freedom (χ2 /df
recommended by Hair et al. (2014). The validity of = 1.774), Tucker-Lewis index (TLI = 0.944),
the instrument was measured using a Likert scale comparative fit index (CFI = 0.956), and root mean
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Table 2. The result of validity (indicators and construct) and reliability (measurement scale)
Construct and Factor Composite Shared Cronbach’s
AVE
Item Loading Reliability Variance Alpha
Online media
MO1 0.728
MO2 0.738
0.837 0.563 0.288 0.844
MO3 0.788
MO4 0.745
digital supply chain
UP1 0.769
UP2 0.890
0.872 0.632 0.299 0.841
UP3 0.759
UP4 0.753
Consumer
satisfaction
0.783
KPP2
0.850
KPP3
0.701 0.892 0.677 0.154 0.858
KPP4
0.939
KSP3
0.891
KSP4
Consumer loyalty
LP1 0.832
LP2 0.780
0.867 0.619 0.559 0.851
LP4 0.791
LP5 0.742
Selected indices Result Acceptable level of fit Source for suggested cutoff limits
(χ2/df) ≥ 3; 5 Sometimes
Normed χ2/df 1.774 Hair et al. (2014), Malhotra (2010)
permissible
TLI 0.944 TLI > 0.90
CFI 0.956 CFI > 0.90
RMSEA < 0.05 good; 0.05 to
RMSEA 0.060
0.10 acceptable
and insignificant relationship (β = 0.011, t = 0.177,
The analysis of structural model p = 0.86). This result does not support H1, which is
A structural model was used to assess the therefore rejected. Second digital supply chain
relationship between the constructs and to validate were found to have a positive and significant
the research hypotheses (H1–H5). The theoretical influence on customer satisfaction (β = 0.392, t =
model (Fig. 1) was tested using AMOS SEM 5.044, p = 0.000). It supports H2, which is
software with maximum likelihood estimates of the therefore accepted. Third, online media had a
model parameters. These parameters include positive and significant influence on customer
standardized regression weights (β) and the loyalty (β = 0.615, t = 4.777, p = 000), confirming
significance (p-values) for different paths. The H3.
analysis results are presented in Table 4 and Fig. 2. Fourth, digital supply chain had a positive but
Table 4 and Fig. 2 show the coefficients of insignificant influence on customer loyalty (β =
standardized regression that explain the direct 0.047, t = 0.345, p = 0.73). Since this result was not
relationships between the research constructs and consistent with H3, this hypothesis is rejected.
confirm the relationship hypothesis. First, online Fifth, customer satisfaction had a positive and
media and customer satisfaction share a positive significant influence on customer loyalty (β =
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Figure 2. The result of the structural equation model (SEM) using IBM AMOS-22
Consumer satisfaction does not act as a mediating variable does not mediate the relationship between
variable based on the assessment criteria proposed online media and consumer loyalty. For H7, the
by Baron and Kenny (1986). By their theory, all a, significance of path c is higher than 0.05 (i.e., it is
b, and c paths must have values significantly below insignificant).
alpha 0.05to suggest a mediating role. For H6, the
significance of path is higher than 0.05 (i.e., it is
insignificant). Hence, the consumer satisfaction
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1,2Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala, Darussalam, Banda Aceh, Indonesia
3Fakultas Ekonomi dan Bisnis, Universitas Malikulssaleh , Lhokseumawe, Aceh Indonesia
4Fakultas Manajemen Pengetahuan Dakwah dan Komunikasi, Universitas Islam Negeri Ar-Raniry ,
Darussalam, Banda Aceh, Indonesia
* Penulis yang sesuai 1muhammadadam@unsyiah.ac.id
2mahdani@unsyiah.ac.id
3ikramuddin@unimal.ac.id
4hsyahputra@gmail.com
Abstrak. Tujuan utamanya adalah untuk menyelidiki teknologi produk dengan keunggulan kompetitif yang berkontribusi
digital yang mendukung usaha kecil dan menengah terhadap pertumbuhan ekonomi daerah. Praktik
perusahaan (UKM) yang beroperasi di industri kreatif manajemen rantai pasokan juga secara statistik
dalam strategi manajemen rantai pasokan mereka. Di signifikan, dan memediasi hubungan antara
era globalisasi, platform digital marketing berperan kepuasan pelanggan dan kualitas dan
penting dalam meningkatkan loyalitas pelanggan dan fleksibilitas produk
secara tidak langsung berpengaruh terhadap Kata kunci— Loyalitas konsumen, kepuasan
pertumbuhan ekonomi suatu masyarakat. konsumen, manajemen rantai pasokan, platform
Sehubungan dengan isu esensialnya, penelitian ini digital (media online), Usaha Kecil Menengah
bertujuan untuk menyelidiki peran platform
pemasaran digital (media online) dan hubungan 1. pengantar
strukturalnya dengan kepuasan dan loyalitas
konsumen pada UKM di provinsi Aceh, Indonesia. Di era digital, platform online telah secara
Penelitian ini dirancang dengan menggunakan analisis signifikan meningkatkan kepuasan dan loyalitas
Kuantitatif dengan studi cross sectional melalui
pelanggan dan secara tidak langsung
kuesioner survei. Penelitian ini melibatkan seluruh
mempengaruhi pertumbuhan ekonomi suatu
konsumen produk UKM di Provinsi Aceh, Indonesia.
komunitas. Fenomena ini memberikan peluang
Sebanyak 219 pelanggan telah berpartisipasi dalam
menjawab kuesioner survei melalui formulir Google. potensial untuk mengembangkan dan
Data dianalisis menggunakan Analisis Struktur Momen memanfaatkan semua sektor industri dalam
dengan bantuan software statistik IBM - AMOS Versi pemasaran produk dan jasa UKM. Menurut
22. Platform digital dilakukan dengan menggunakan Badan Perencanaan Pembangunan Nasional
uji Sobel. Hasil penelitian ini menemukan bahwa (BPN), Badan Pusat Statistik (BPS), dan United
pemasaran digital untuk rantai pasok (media online) Nations Population Fund, jumlah UKM di
berpengaruh signifikan terhadap kepuasan konsumen.
Indonesia mencapai 58,97 juta pada 2018. Juga
Kemudian, rantai pasok digital berpengaruh signifikan
Deputi Keuangan Kementerian Koperasi dan
terhadap kepuasan konsumen. Selain itu, penelitian ini
UKM , (Kemkop UKM), unit usaha mikro, kecil,
menemukan bahwa review produk tidak berpengaruh
signifikan terhadap loyalitas konsumen. Selain itu dan besar masing-masing berjumlah 58,91 juta,
kepuasan konsumen dan penggunaan media online 59.260, dan 4.987 pada 2018 [1-4].
berpengaruh langsung terhadap loyalitas konsumen. Jumlah UKM di Provinsi Aceh meningkat pesat dari
Kesimpulannya, penelitian ini berhasil menyelidiki 48.882 pada tahun 2014 menjadi 75.207 pada tahun
rantai pasokan digital media online, dan kepuasan 2016. Sebagian besar UKM bergerak di bidang
konsumen serta hubungan strukturalnya terhadap perdagangan, jasa, pertanian, pertambangan,
loyalitas konsumen pada produk UKM yang dilihat dari
industri, perikanan, transportasi, dan peternakan.
perspektif pemasaran digital. Kemudian,
Meski jumlah UKM terus meningkat, sektor ini
belum mencapai produktivitas yang optimal. sub-
_______________________________________________________________
Jurnal Internasional Manajemen Rantai Pasokan
IJSCM, ISSN: 2050-7399 (Online), 2051-3771 (Cetak) Hak Cipta ©
ExcelingTech Pub, UK (http://excelingtech.co.uk/)
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Int. J Sup. Rantai. Mgt Jil. 9, No. 3, Juni 2020
pengembangan UKM yang optimal di Aceh dapat bagaimana memasarkan produknya menggunakan media
berkontribusi pada faktor-faktor seperti biaya transaksi yang teknologi berbasis digital, menghadapi beberapa tantangan
tinggi karena ketidakpastian yang terus-menerus dan dan kendala, seperti sumber daya manusia yang tidak
persaingan pasar yang tinggi. Selain itu, penelitian Hasan et al, memadai, kurangnya pengalaman, ketidakmampuan
(2020) menyatakan bahwa UKM memiliki akses terbatas pada menggunakan perangkat atau teknologi elektronik berbasis
lembaga keuangan untuk mendapatkan dukungan digital, kurangnya inovasi, dan kapasitas produksi yang lemah.
pembiayaan. Lebih lanjut, [6] menyatakan bahwa UKM Masalah umum yang dihadapi sebagian besar industri dalam
memiliki keterbatasan akses terhadap sumber daya produksi, negeri, khususnya UKM, berkaitan dengan kurangnya
terutama bahan baku dan permodalan, keterbatasan sarana pengetahuan tentang manajemen bisnis dan promosi bisnis
dan prasarana, informasi pasar yang tidak sempurna, modern [13]. Dengan demikian, untuk mendapatkan
kompetensi kewirausahaan yang tidak memadai, dan keunggulan kompetitif, perusahaan harus menetapkan pasar
dukungan permodalan yang terbatas menghambat yang transparan dan orientasi pembelajaran karena
optimalisasi pengembangan UKM di Aceh, Indonesia. pengetahuan pasar berbasis digital dan orientasi
Badan Pusat Statistik (BPS) Provinsi Aceh melaporkan bahwa pertumbuhan pembelajaran adalah kunci untuk memperoleh keunggulan
produktivitas yang dibuktikan dengan peningkatan produksi, berbeda antara industri kompetitif yang pada akhirnya mempengaruhi UKM
manufaktur besar dan menengah, dan antara usaha mikro dan kecil di Provinsi Aceh[7]. pertunjukan.
Secara umum, produksi industri manufaktur besar dan menengah di Provinsi Aceh
meningkat sebesar 3,46% (triwulan ke triwulan) pada triwulan III tahun 2017 2. Tinjauan Literatur
dibandingkan triwulan II. Peningkatan produksi ini terjadi pada industri makanan dan
bukan logam [7]. BPS juga melaporkan 3,79 juta pelaku UKM memanfaatkan teknologi
Industri Usaha Kecil dan Menengah (UKM)
digital atau e-commerce. Jumlah ini masih rendah dibandingkan dengan jumlah pelaku
menciptakan, mengomunikasikan, dan menyampaikan nilai kepada hubungan dalam strategi penjualan: mengembangkan kredibilitas
konsumen dan pihak lain yang berkepentingan [17, 18]. Di dalam bisnis melalui media sosial dan memanfaatkan situs media sosial
diperkenalkan melalui media sosial mempengaruhi cara saluran untuk meningkatkan pengenalan merek dan,
pelanggan berpikir tentang produk dan merek [37], yang pada akhirnya, loyalitas pelanggan terhadap merek.
pada gilirannya mempengaruhi kepuasan pelanggan. Perkembangan strategi pemasaran media online telah
Beberapa studi empiris menyimpulkan bahwa pemasaran memungkinkan UKM untuk mempertahankan
digital (media online) memiliki dampak yang signifikan hubungan pelanggan mereka, sehingga loyalitas yang
terhadap pelanggan [38], menjadikan pemasaran digital tinggi. H3 : Media online berpengaruh positif dan
penting dalam meningkatkan kepuasan pelanggan. Lebih signifikan terhadap loyalitas konsumen nasabah UKM
lanjut, [39] mengamati bahwa media sosial berbasis online di Provinsi Aceh.
memiliki dampak signifikan dalam mendorong kepuasan Hubungan antara rantai pasokan digital dan
pelanggan terhadap produk dan merek tertentu. loyalitas konsumen
Kepuasan pelanggan online juga harus diikuti dengan Strategi pemasaran yang melibatkan berbagai
kualitas tinggi, kenyamanan, dan rendah [40-42]. H1 : platform media online merupakan prediktor
Media online berpengaruh positif dan signifikan terhadap loyalitas pelanggan yang paling menonjol di
kepuasan konsumen nasabah UMKM di Provinsi Aceh. kalangan pelanggan UKM, diikuti oleh berbagai
tanggapan positif dan negatif pelanggan. Semakin
Hubungan antara rantai pasokan digital dan baik peringkat dan tingkat respons terhadap
kepuasan konsumen komentar positif, semakin tinggi loyalitas
Hubungan antara produk dan rantai pasokan digital pelanggan UKM. Oleh karena itu, rantai pasok
sangat penting dalam menjaga loyalitas pelanggan digital di media sosial, terutama mengenai rating
terhadap produk UKM. Rantai pasokan digital yang produk dan tanggapan terhadap komentar negatif,
tepat memungkinkan konsumen untuk mendapatkan harus dikelola dengan baik. Beberapa penelitian,
pemahaman tentang suatu produk. Proses rantai salah satunya oleh [22], menjelaskan bahwa rantai
pasokan digital harus menyebutkan produk yang pasokan digital dapat meningkatkan persepsi
digunakan, kekhususannya, ketepatan waktu, volume, positif pelanggan tentang loyalitas produk. Dalam
valensi (negatif dan positif), dan kelengkapan. [24] ditemukan bahwa rantai pasok digital yang
Beberapa studi empiris telah menyoroti pentingnya dibuat oleh pelanggan online berpengaruh positif
rantai pasokan digital, seperti Zhao, Wang, Hukum, dan dan signifikan terhadap kepuasan pelanggan, yang
[16], yang menemukan hubungan kausal positif pada akhirnya mempengaruhi loyalitas pelanggan.
antara kegunaan, keahlian ulasan, ketepatan H4:
waktu, volume, dan kelengkapan, serta niat beli Hubungan antara kepuasan konsumen dan
pelanggan online. Namun, pengaruh ulasan online loyalitas konsumen
pada niat pembelian kembali karena faktor nilai Dalam [29], perusahaan UKM menggunakan media
kepuasan tidak signifikan secara statistik. Dalam [9] sosial online dengan empat tujuan utama: (a)
ditemukan bahwa rantai pasokan digital yang branding, (b) community gathering, (c) kepuasan dan
dibuat oleh pelanggan online berpengaruh positif loyalitas pelanggan, dan (d) kinerja ekonomi. Kepuasan
dan signifikan terhadap kepuasan pelanggan. pelanggan juga merupakan konstruksi yang
Selain itu, [12] mengamati bahwa pelanggan yang meningkatkan loyalitas pelanggan. Dalam [31]
puas cenderung merekomendasikan produk dan disebutkan bahwa kepuasan pelanggan berpengaruh
layanan kepada orang lain melalui rantai pasokan signifikan terhadap loyalitas pelanggan dan berperan
digital dalam bentuk teks atau peringkat di situs sebagai variabel mediasi dalam hubungannya dengan
web, media sosial, blog, dan platform online loyalitas. Pernyataan di atas sejalan dengan temuan
lainnya. H2: digital supply chain berpengaruh [5,19] bahwa kepuasan pelanggan dapat mendorong
positif dan signifikan terhadap kepuasan konsumen loyalitas pelanggan terhadap produk dan merek
pelanggan UKM di Provinsi Aceh. tertentu. Selanjutnya, [28] menemukan bahwa
Hubungan antara media online dan kepuasan pelanggan berpengaruh signifikan terhadap
loyalitas konsumen loyalitas pelanggan. H5 : Kepuasan konsumen
Penggunaan internet dan media online memberikan manfaat berpengaruh positif dan signifikan terhadap loyalitas
interaksional dan transaksional. Media online memberikan konsumen nasabah UKM di Provinsi Aceh.
kontribusi positif terhadap peningkatan loyalitas pelanggan.
Sebuah studi sebelumnya [21] meneliti keterlibatan media 3. Metodologi
sosial yang berfokus pada Facebook dan menyimpulkan Penelitian ini dirancang menggunakan analisis
bahwa Facebook adalah penting Kuantitatif dengan studi potong lintang melalui survei
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Int. J Sup. Rantai. Mgt Jil. 9, No. 3, Juni 2020
daftar pertanyaan. Penelitian ini melibatkan pertimbangan teoritis yang kuat. Model analisis jalur
seluruh konsumen produk UKM di Provinsi Aceh, ini cocok untuk menguji hipotesis penelitian yang
Indonesia. Sebanyak 219 pelanggan telah menunjukkan hubungan langsung dan tidak langsung.
berpartisipasi dalam menjawab kuesioner survei Selain itu, statistik deskriptif dianalisis dengan
melalui formulir Google. Ukuran sampel 100-200 menggunakan Statistical Package for Social Sciences
dianggap ideal untuk penelitian ini berdasarkan (SPSS-22). Platform digital dilakukan dengan
parameter kemungkinan maksimum (MLE). menggunakan tes Sobel.
Analisis data menggunakan Analysis of Moments
Structure (AMOS) dengan bantuan perangkat 4. Hasil dan Diskusi
lunak statistik IBM - AMOS Versi 22. Analisis data Hasil
menggunakan AMOS umumnya digambarkan Profil Demografi Responden
dalam gambar melingkar dengan panah yang Tabel 1 menyajikan profil responden. Mayoritas
menunjukkan hubungan antara variabel responden dalam penelitian ini adalah laki-laki
independen, mediator, dan dependen. SEM (50,7%), berusia antara 18 sampai 30 tahun
menganalisis hubungan antara variabel (49,20%), memiliki pendidikan sarjana (52,69%),
penelitian dan kesalahan pengukuran. Setiap menikah (73,50%), dan bekerja sebagai pegawai
variabel diubah menjadi indikator, diukur negeri (61,10%) .
dengan memberi peringkat jawaban sepanjang
skala interval 1 sampai 5.
Keandalan dan Validitas model (1-5). Menurut Malhotra dan Maryam (2010),
Deskripsi statistik model dirangkum dalam Tabel 2. validitas diskriminatif dapat ditentukan dari
Analisis faktor konfirmatori melalui SEM dilakukan rata-rata varians diekstraksi (AVE). Nilai AVE
untuk mengevaluasi reliabilitas dan validitas untuk setiap konstruk lebih besar dari nilai
instrumen. Hasil analisis membuktikan bahwa yang direkomendasikan, menunjukkan bahwa
semua konstruk reliabel berdasarkan nilai model pengukuran memiliki validitas diskriminan
Cronbach, dan nilai reliabilitas konstruk lebih besar yang tepat. Nilai AVE di atas 0,50 menunjukkan
dari 0,70, seperti yang direkomendasikan oleh Hair validitas konvergen. Derajat kebebasan (χ2 /df =
et al. (2014). Validitas instrumen diukur dengan 1,774), indeks Tucker-Lewis (TLI = 0,944), indeks
menggunakan skala Likert kesesuaian komparatif (CFI = 0,956), dan root mean
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Int. J Sup. Rantai. Mgt Jil. 9, No. 3, Juni 2020
Tabel 2. Hasil Uji Validitas (Indikator dan Konstruk) dan Reliabilitas (Skala Pengukuran)
Bangun dan Faktor Gabungan Bersama Cronbach's
AVE
Barang Memuat Keandalan Perbedaan Alfa
media online
MO1 0,728
MO2 0,738
0.837 0,563 0.288 0,844
MO3 0,788
MO4 0,745
rantai pasokan digital
UP1 0,769
UP2 0,890
0.872 0.632 0.299 0,841
UP3 0,759
UP4 0,753
Konsumen
kepuasan
0,783
KPP2
0,850
KPP3
0,701 0,892 0,677 0,154 0.858
KPP4
0,939
KSP3
0,891
KSP4
Loyalitas konsumen
LP1 0.832
LP2 0,780
0,867 0,619 0,559 0,851
LP4 0,791
LP5 0,742
Indeks yang dipilih Hasil Tingkat kesesuaian yang dapat diterima Sumber untuk batas batas yang disarankan
(χ2/df) 3; 5 Kadang-kadang
bernorma2/df 1.774 Rambut dkk. (2014), Malhotra (2010)
diizinkan
TLI 0,944 TLI > 0,90
CFI 0,956 CFI > 0,90
RMSEA < 0,05 baik; 0,05 sampai
RMSE 0,060
0,10 dapat diterima
H1: Media online → kepuasan konsumen 0,011 0,177 0,86 Tidak didukung
H2: rantai pasokan digital → Konsumen
0,392 5.044 0,000 Didukung
kepuasan
H3: Media online → Loyalitas konsumen H4: 0,615 4.777 0,000 Didukung
rantai pasokan digital → Loyalitas konsumen 0,047 0,345 0.73 Tidak didukung
H5: Kepuasan konsumen → Konsumen
0,336 2.071 0,038 Didukung
loyalitas
Kepuasan konsumen tidak bertindak sebagai variabel mediasi variabel tidak memediasi hubungan antara media
berdasarkan kriteria penilaian yang dikemukakan oleh Baron online dengan loyalitas konsumen. Untuk H7,
dan Kenny (1986). Menurut teori mereka, semua a, signifikansi jalur c lebih tinggi dari 0,05 (yaitu tidak
b, dan jalur c harus memiliki nilai yang jauh di bawah signifikan).
alfa 0,05 untuk menyarankan peran mediasi. Untuk H6,
signifikansi jalur lebih tinggi dari 0,05 (yaitu, tidak
signifikan). Oleh karena itu, kepuasan konsumen
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Int. J Sup. Rantai. Mgt Jil. 9, No. 3, Juni 2020
kepercayaan, melalui kehadiran dan interaktivitas sosial. Temuan ini juga memberikan peluang Penelitian ini dilakukan untuk mengkaji proses
bagi peneliti selanjutnya untuk mengeksplorasi peran platform media online, review produk, dan pembentukan loyalitas konsumen dan antesedennya
kepuasan pelanggan dalam meningkatkan loyalitas konsumen dalam konteks industri UKM di dalam konteks industri UKM di Provinsi Aceh. Oleh
Provinsi Aceh. Berdasarkan teori modal sosial, [5] mengusulkan model yang menjelaskan karena itu, ia mengalami beberapa keterbatasan
bagaimana media sosial meningkatkan kepuasan konsumen dengan memfasilitasi tiga aspek terkait dengan busur geografis dan ukuran sampel
modal sosial, yaitu interaksi sosial, bahasa yang dapat dipahami, dan kepercayaan, melalui dalam mengukur variabel yang diinginkan. Oleh
kehadiran dan interaktivitas sosial. Temuan ini juga memberikan peluang bagi peneliti karena itu, penelitian selanjutnya harus dilakukan di
selanjutnya untuk mengeksplorasi peran platform media online, review produk, dan kepuasan wilayah geografis yang lebih luas, melibatkan lebih
pelanggan dalam meningkatkan loyalitas konsumen dalam konteks industri UKM di Provinsi Aceh. banyak responden, dan memasukkan variabel
penelitian lain, seperti kualitas hubungan pelanggan
dan kepercayaan konsumen, yang mempengaruhi
keberhasilan proses rantai pasokan digital.
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Int. J Sup. Rantai. Mgt Jil. 9, No. 3, Juni 2020
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