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Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of economic development in Indonesia, playing a significant role in job creation, increasing community income, and driving regional economic growth. Mie Ayam Pak Bari is one such MSME located in Tireman Village, Rembang Regency, Central Java. This business is characterized by delicious flavors, affordable prices, and a unique location that lacks similar competitors in the surrounding area. Despite its significant potential, Mie Ayam Pak Bari faces several challenges, including limited marketing reach, limited exposure to local communities, and volatile raw material price fluctuations. To address these challenges, mentoring focused on strengthening business management strategies and increasing marketing effectiveness. The mentoring included creating a banner as the business's visual identity, developing an attractive and informative menu catalog, and establishing an Instagram account to expand online promotional reach. This strategy is expected to attract new customers, increase consumer loyalty, and build a positive image for the business in the eyes of the wider community. The mentoring results indicate an increase in the completeness of promotional tools, the formation of a clearer business identity, and an increase in communication channels with consumers through social media. The menu catalog helps customers understand product variety and pricing transparently, while banners serve as physical markers, making it easier for customers to find the business's location. Meanwhile, the Instagram account serves as an interactive platform that allows businesses to reach potential customers outside of Tireman Village. This mentoring activity demonstrates that implementing visual and digital media-based marketing strategies can be an effective solution for MSMEs to survive and thrive in an increasingly competitive market.

This study aims to compare the financial performance of Islamic banks and conventional banks operating in Jambi Province during the 2021–2023 period. The approach used is comparative quantitative, with descriptive analysis and independent sample t-tests. Five key financial ratios were analyzed in this study: Return on Assets (ROA), Return on Equity (ROE), Operating Expenses to Operating Income (BOPO), Net Interest Margin (NIM), and Loan to Deposit Ratio (LDR). Data were obtained from the quarterly financial reports of each sample bank, thus reflecting actual financial performance on a periodic and ongoing basis. The analysis shows significant differences in three key financial ratios: ROA, ROE, and BOPO. Conventional banks demonstrate higher levels of profitability and operational efficiency than Islamic banks. High ROA and ROE values reflect the effectiveness of conventional banks in generating profits from their assets and capital. Furthermore, lower BOPO ratios in conventional banks indicate a better ability to control operating costs. In contrast, no significant differences were found in the NIM and LDR ratios, indicating equality between the two types of banks in generating interest margins and disbursing credit or financing to customers. This finding has important implications for the development of the Islamic banking sector to be more competitive, particularly in terms of efficiency and profitability. Islamic banks are expected to improve their asset and operational management strategies to increase competitiveness amidst the dual banking system in Indonesia. This research also contributes to regulators in formulating policies that support the growth of Islamic banks in the regions. For academics and practitioners, this study broadens understanding of the dynamics of local banking financial performance and serves as a reference for further research on the effectiveness of the dual banking system in the regional context.

Marketing a product effectively goes beyond showcasing attractive photos; it involves creating engaging videos that can better explain and demonstrate the products on existing social media platforms. In today’s digital age, maximizing a product's effectiveness through social media marketing is essential. CapCut, a user-friendly video editing application, offers a range of features that enable users to create professional-quality videos easily. These features can be utilized to effectively market a product by conveying its specifications and unique features in a visually compelling way. Recognizing the importance of video content in modern marketing strategies, we organized a training session at Cynara’s Corner, a retailer specializing in children’s and Muslim clothing. This training was designed to teach participants how to utilize CapCut for creating marketing videos. We used the drill and practice method, which involved hands-on exercises to help participants learn how to edit and produce engaging product videos. The training sessions focused on creating videos that could effectively communicate product specifications, such as size, material, and design, in a way that would appeal to potential buyers. These videos, once created, would be shared on social media platforms to provide comprehensive and informative content to attract potential customers. The training aimed to equip participants with the skills necessary to produce engaging content that would increase product visibility and appeal. By the end of the training, the participants were able to create professional videos that could be used for social media marketing. These videos not only showcased the products but also provided valuable information to help customers make informed purchasing decisions. This initiative will enable Cynara’s Corner to strengthen its social media presence and ultimately boost its sales by engaging potential buyers more effectively through creative video content.

The development of digital technology has driven transformation across various sectors, including the food and beverage industry. Dessert businesses face challenges in improving operational efficiency and competitiveness in the digital market. One possible solution is the use of websites as marketing and sales platforms. However, without proper management methods, the utilization of this technology will not be optimal. Therefore, this study applies the POAC (Planning, Organizing, Actuating, Controlling) method to develop a website- based dessert sales system aimed at enhancing business efficiency and customer satisfaction. This study employs a descriptive approach with the POAC method in website-based marketing strategies. The planningphase involves designing e-commerce features, such as product catalogs, an online ordering system, and digital payments. The organizing phase focuses on resource management and technology integration, while actuating includes implementing the system using MySQL, PHP, and CodeIgniter. The controlling phase is conducted through system testing using the Blackbox Testing method to evaluate application performance. The study results indicate that implementing the POAC method in a website- based system enhances the operational efficiency of dessert businesses. Transaction records become more accurate, customers can easily access product information, and the digital payment system improves transaction convenience. Furthermore, the website enables businesses to reach a broader market without geographical limitations. The implementation of the POAC method in website-based business management has proven to improve marketing and sales effectiveness. With a more structured system, businesses can better adapt to market changes and enhance customer interactions. This digital-based strategy also opens new opportunities for developing the culinary business in the modern era.

This study aims to examine the influence of the marketing mix on the sales volume at Senyala Space coffee shop, focusing on four independent variables: product, price, place, and promotion. The research method used is quantitative with a descriptive approach. The population of the study consists of Senyala Space customers from 2020 to 2024, and the sample was selected using nonprobability sampling and Slovin’s technique to determine a representative sample size. Data was collected through surveys and interviews with customers who visited Senyala Space during the specified period. Data analysis was conducted using several statistical tests, including validity testing, reliability testing, normality testing, linearity testing, multicollinearity testing, heteroscedasticity testing, and multiple linear regression analysis. Additionally, the coefficient of determination (R²), partial test (t-test), and simultaneous test (F-test) were used to examine the effect of independent variables on the dependent variable. All analyses were performed using IBM SPSS Statistics 23. The results show that the marketing mix significantly affects the sales volume at Senyala Space. Of the four marketing mix variables analyzed, price was found to have a significant negative effect on sales volume, indicating that an increase in price tends to decrease sales volume. On the other hand, the other three variables—product, place, and promotion—have a significant positive effect on sales volume. This suggests that improvements in product quality, strategic location selection, and effective promotions can increase sales at Senyala Space. These findings provide recommendations for Senyala Space’s management to enhance their marketing strategies by considering the factors influencing customer purchasing decisions, in order to boost sales volume in the future.

The study aims to examine the influence of word of mouth (WOM) and customer relationship management (CRM) on customer loyalty at PT Garuda Sertifikasi Indonesia, with customer delight serving as a mediating variable. This research is motivated by the increasing competition among certification service providers, which requires companies to implement effective strategies to retain and satisfy their customers. The target population in this study encompasses the entire client base of PT Garuda Sertifikasi Indonesia, totaling 429 individuals. The sampling technique used was Hair’s formula, resulting in 70 respondents. Data were collected through questionnaires, interviews, and documentation. A path analysis technique was used to analyze the data to determine direct and indirect effects between variables. The findings indicate that both WOM and CRM positively influence customer loyalty. Effective word-of-mouth strategies help build the company’s reputation and trust, while CRM ensures consistent communication, better service, and long-term customer engagement. The research also found that WOM and CRM positively affect customer delight. Customers who experience exceptional service and personalized attention tend to be more satisfied and emotionally connected to the brand. Furthermore, customer delight was proven to have a significant positive impact on customer loyalty. It also acts as a mediating variable, strengthening the effect of WOM and CRM on loyalty. This means that delighted customers are more likely to remain loyal and advocate for the company. The results of this study emphasize the importance of maintaining strong relationships and exceeding customer expectations in order to build sustainable loyalty. This research contributes valuable insights for service-based companies in enhancing marketing and customer retention strategies.

Based on the financial performance analysis of PT. Gudang Garam Tbk (GGRM) during the 2020–2023 period, the company faced significant challenges that impacted its financial condition. One of the main factors affecting the company's performance is the increase in tobacco excise duties, which has affected the cost structure and selling prices of its cigarette products. Additionally, the increasing regulatory pressure and changes in consumer behavior have posed unavoidable challenges. The decline in profitability and liquidity ratios, such as Return on Assets (ROA) and Current Ratio (CR), indicates the negative impact of these external conditions on the company’s ability to generate profit and meet short-term obligations. This decline suggests that the company is struggling to balance income and operational costs. The fluctuating solvency ratio also raises concern. Although the company manages to maintain a balance between debt and equity, these fluctuations show challenges in managing long-term assets and liabilities. Dependence on debt and rising operational costs pose risks to the company's financial stability. These fluctuations affect the company's ability to maintain liquidity and solvency in an increasingly competitive market. Trend analysis from the financial statements indicates that the company needs to strengthen its adaptation strategies and risk management to face the growing market challenges. GGRM must focus on product innovation and marketing strategies that can attract new customers while retaining existing ones. Furthermore, the company must adapt to changing regulations and evolving consumer trends. The results of this study provide important insights for stakeholders regarding the financial condition of the tobacco industry. In this challenging situation, GGRM must continue to develop more adaptive strategies to survive and thrive amidst the dynamic market and increasingly stringent regulations.

Technological developments have penetrated various sectors of life, including in the transportation and communication lines in Indonesia. KAI Access is a digital service issued by PT Kereta Api Indonesia in the form of an application. This application is present as a strategic innovation to improve the convenience and comfort of customers in accessing various train services, from ticket bookings, schedule information, to cancellations and refunds. However, from the complaint data submitted by customers, there are two biggest problems that are often experienced, namely related to responsiveness and action from KAI Access which is considered slow in handling user complaints and technical problems. When quick response services are not accompanied by concrete settlement actions, customer trust tends to decline. This research is based on service theory with a service quality and excellent service approach, where the variables of responsiveness and action are the main focus in the analysis of customer loyalty. Using a quantitative approach, with data collection techniques in the form of questionnaires, interviews, and literature studies, the respondents in this study were KAI Access users from the Edan Sepur train loving community. The results showed that the action variable had a positive and significant influence on customer loyalty, while the responsiveness variable did not have a significant influence directly. An important conclusion from this study is that in the context of digital applications such as KAI Access, customers prioritize concrete problem solving rather than just quick response. Therefore, PT KAI needs to strengthen concrete actions in handling complaints to increase long-term loyalty. Therefore, PT KAI needs to strengthen concrete actions in handling complaints to increase long-term loyalty, especially in the era of digitalization of public services that continues to grow rapidly.

This study aims to examine in depth the influence of price, promotion, and switching barriers on customer loyalty of Telkomsel prepaid cards, with customer satisfaction as an intervening variable in Generation Z in West Palu District. This study is motivated by the intense competition in the telecommunications industry and the importance of maintaining customer loyalty amidst the increasing number of service options. Data were collected from 100 respondents who are active Telkomsel prepaid card users through questionnaires. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach using SmartPLS software version 4.0. The results show that the price variable has a significant direct effect on customer loyalty, but does not show a significant effect on customer satisfaction. Conversely, promotion has a significant effect on satisfaction, but does not directly affect customer loyalty significantly. Switching barriers are shown to have a significant effect on both satisfaction and loyalty, indicating that the higher the switching barriers, the more likely customers will remain loyal. In addition, customer satisfaction also significantly affects loyalty. Another important finding is that of the several indirect influences tested, only the path from promotion through satisfaction to loyalty was statistically significant. Therefore, this study suggests the importance of targeted promotional strategies and strengthening switching barriers as effective measures in retaining young customers who are prone to switching services. Furthermore, this study emphasizes that customer loyalty is not solely determined by competitive pricing factors, but is more complex and influenced by customers' emotional and psychological experiences, such as satisfaction with the service and perceptions of the ease or difficulty of switching to another service provider.

This study aims to analyze the branding strategy in digital marketing carried out by Maire Homewear through Instagram and Shopee platforms in an effort to increase brand awareness. Maire Homewear is a Micro, Small, and Medium Enterprise (MSME) engaged in the fashion sector with a flagship product in the form of patchwork daster. The focus of this study includes the branding strategy implemented, the obstacles encountered in its implementation, and the effectiveness of the strategy in building brand awareness among consumers. This study uses a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation. Informants in this study consisted of the owner of Maire Homewear, two resellers, and two consumers. Data analysis was conducted using the Miles and Huberman model which includes the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that Maire Homewear's branding strategy is still stronger in the offline realm, such as through the reseller system and participation in various exhibitions. Meanwhile, the utilization of digital marketing through Instagram and Shopee is considered less than optimal. Content shared on Instagram is still inconsistent, and interactive features such as live shopping on Shopee have not been maximized. This results in Maire Homewear's brand awareness remaining relatively low among the general public, although it has begun to build among loyal customers, both those who purchase directly from Maire and through its reseller network. This study recommends that Maire Homewear increase the consistency and variety of its digital content on Instagram, including customer testimonials, production processes, and educational content about its products. Furthermore, utilizing the live shopping feature on Shopee is expected to be a more interactive and effective promotional tool for building relationships with consumers and expanding market reach.

This study aims to analyze the mediating role of brand image in the effect of promotional appeal on customer loyalty, specifically in the context of Jiniso fashion products. The research was conducted in Denpasar City using a non-probability sampling method with a purposive sampling technique. A total of 100 respondents were selected based on specific criteria relevant to the study objectives. The data were analyzed using inferential statistical techniques, including path analysis, the Sobel test, and the Variance Accounted For (VAF) test to determine the direct and indirect effects between variables. The results of the study show that promotional appeal has a positive and significant effect on customer loyalty, indicating that attractive and persuasive promotional strategies are capable of increasing consumer commitment to the brand. Furthermore, promotional appeal has a positive and significant effect on brand image, meaning that well-designed promotional messages help build a favorable perception of the brand among customers. The findings also reveal that brand image has a positive and significant effect on customer loyalty, demonstrating that a strong brand image enhances customer retention and repeated purchases. Importantly, the analysis indicates that brand image partially mediates the relationship between promotional appeal and customer loyalty. This suggests that while promotional appeal directly influences loyalty, it also indirectly enhances loyalty through the improvement of brand image. These findings provide practical implications for marketers and brand managers, emphasizing the importance of developing integrated marketing strategies that combine promotional efforts with brand-building activities to strengthen customer loyalty in the competitive fashion industry. Future research could examine other mediating factors or expand the study to other sectors to increase external validity.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical

Queues are a common phenomenon and are often encountered in various aspects of daily life, especially in places that provide public services. One of the places that is inseparable from the queue problem is Indomaret Jimbaran, Bali. The large number of buyers who send data to Indomaret Jimbaran during peak hours causes the queue rate to be high. This is due to the limited number of service facilities and the time provided to serve each visitor is limited so that the cashier cannot serve buyers optimally. Therefore, the researcher is interested in researching whether the service facilities provided by Indomaret Jimbaran are effective and efficient so that they can satisfy customers.Using the Kolmogorov-Smirnov test, it was found that the appropriate distribution for the interarrival time of customers is the Gamma distribution, while the service time follows the 3-parameter Weibull distribution. The queueing model used is . The results show that having three cashiers is sufficient to handle the level of customer traffic at Indomaret Jimbaran retail store.

This study aims to analyze the impact of experiential marketing on repurchase intention, mediated by guest satisfaction at Aston Batam Hotel & Residence. The background phenomenon underlying this research is the discrepancy between the high number of guests staying and the low number of returning guests during the period from January to June 2024. Despite receiving many positive reviews, the hotel has yet to establish strong customer loyalty. This indicates a need to evaluate the hotel's marketing strategies and the guest experience it provides. A quantitative approach was adopted, employing the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. A total of 130 respondents were obtained through the distribution of questionnaires using a five-point Likert scale, measuring guest perceptions of experiential marketing, guest satisfaction, and repurchase intention. The data were analyzed using SmartPLS software to test the validity, reliability, and relationships among the structural model variables. The results of the analysis show that experiential marketing does not have a direct significant effect on repurchase intention, but it has a positive and significant effect on guest satisfaction. Furthermore, guest satisfaction is proven to have a significant impact on repurchase intention. The findings also confirm that guest satisfaction acts as a mediating variable in the relationship between experiential marketing and repurchase intention. The conclusion of this study emphasizes that guest satisfaction is a crucial factor in building customer loyalty and encouraging the intention to repurchase. Therefore, the hotel needs to enhance the quality of the customer experience holistically—not only focusing on service delivery but also creating meaningful and memorable impressions. In the highly competitive hospitality industry, delivering impactful and satisfying experiences is key to retaining customers and increasing guest retention. This study provides both theoretical and practical contributions to the development of experience-based marketing strategies and offers a deeper understanding of the role of guest satisfaction as a key driver of customer loyalty.

Competition in Indonesia’s business world today compels companies to strategize in order to outperform their rivals. Only those companies that are truly strong, implement competitive strategies correctly, and carry out intensive promotions will succeed. One promotional tool that is expected to directly establish, improve, dominate, or maintain mutually beneficial exchange relationships with customers is personal selling, particularly aimed at encouraging consumers to purchase the offered products.A company’s goal is to obtain maximum profit from its business operations. To achieve this, managerial expertise and capability are required to combine the functions within the company effectively. Personal selling is carried out by the company to introduce its products, influence and inform consumers, so they are encouraged to buy—ultimately increasing sales volume.This study seeks to examine whether personal selling has a significant impact on increasing sales volume at PT. Intermas Tata Trading, Surabaya branch. A qualitative approach is used, supported by both qualitative and quantitative data from the company. Data collection techniques include editing, tabulating, and interviews. Data processing involves simple correlation analysis, simple regression analysis, and t-tests. Hypothesis testing is conducted using statistical analysis with SPSS 16.0.The study results confirm that the hypothesis is true: the personal selling variable (X) has a significant influence on the sales volume (Y) at PT. Intermas Tata Trading, Surabaya. This is evidenced by the t-value (4.005) > t-table (2.228) at a significance level of 0.002. The simple correlation coefficient is 0.785 or 78.5%, indicating a very strong and positive relationship between the independent variable (personal selling) and the dependent variable (sales volume).

This study aims to identify and measure the influence of customer relationships, customer satisfaction, and brand image on customer loyalty at Ryandini’s Sweet Chicken Claw business, located in Sei Sijenggi Village, Hamlet III, Perbaungan District, Serdang Bedagai Regency. A quantitative research method was employed, with data collected through observation, documentation, and questionnaires. The questionnaires used a Likert scale as a measurement tool to assess respondents’ opinions accurately. Data analysis was conducted using several stages, including validity and reliability tests, classical assumption testing, and multiple linear regression analysis, processed through SPSS version 22. These methods were used to ensure the validity of the instrument and the consistency of the findings. The research findings demonstrate that customer relationships have a significant and positive effect on customer loyalty. Customers who feel connected and valued by the business are more likely to remain loyal. Likewise, customer satisfaction—reflecting the extent to which customers' expectations are met or exceeded—has a strong and positive influence on loyalty. In addition, the brand image of the business, which encompasses customer perceptions and reputation of the product, also significantly influences loyalty in a positive direction. Furthermore, the simultaneous analysis of customer relationships, customer satisfaction, and brand image shows that all three variables jointly have a significant and positive impact on customer loyalty. This means that enhancing these three factors can strengthen customer retention and long-term commitment. These results provide valuable insights for small business owners in the food and beverage industry. Focusing on building strong relationships with customers, consistently delivering satisfaction, and maintaining a positive brand image are essential strategies to increase loyalty. For Ryandini’s Sweet Chicken Claw and similar businesses, these findings offer practical guidance for developing customer-centered marketing strategies in an increasingly competitive market.

This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

This study aims to analyze the effect of service quality on repurchase intention with customer satisfaction as a mediating variable at Pandan View Mandeh Resto. The study was conducted with a quantitative approach and used a causal associative design to explain the relationship between variables. The population in this study were all customers who had received services and consumed food and drinks at Pandan View Mandeh Resto within the past year, with a minimum age requirement of 17 years. The sample set was 130 respondents and was obtained through questionnaire distribution. Data collection was carried out using a questionnaire instrument that had been prepared based on indicators from the research variables. Furthermore, the data obtained were analyzed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method with the help of the Smart-PLS application. The analysis carried out included outer model testing (validity and reliability), inner model testing (relationships between latent variables), hypothesis testing, and mediation testing. The results showed that service quality has a positive and significant influence on customer satisfaction. Furthermore, customer satisfaction has been shown to have a positive and significant effect on repurchase intention. Furthermore, service quality also has a significant positive effect on repurchase intention. Mediation analysis shows that customer satisfaction acts as a partial mediator in the relationship between service quality and repurchase intention. This means that some of the influence of service quality on repurchase intention occurs through customer satisfaction, while others occur directly. These findings emphasize the importance of maintaining and improving service quality to create satisfaction, which in turn impacts customer loyalty.

This study aims to analyze the influence of Word of Mouth, price, and product quality on consumer purchasing decisions at Kopi Studio 24 in Malang City, both simultaneously and partially, and to identify the most dominant variables. The approach used in this study is quantitative with the explanatory research method. The population in this study were all customers of Kopi Studio 24, with the sampling technique using purposive sampling. The number of respondents in this study was 100 people. Data collection was carried out by distributing questionnaires to customers who had made purchases at Kopi Studio 24. The questionnaire instrument was compiled based on the indicators of each research variable and tested for validity and reliability. Data analysis was carried out using multiple linear regression with the help of SPSS software version 25. The results of the study showed that the variables Word of Mouth, price, and product quality simultaneously had a positive and significant effect on purchasing decisions. Partially, the three variables also had a positive and significant effect. Among the three, Word of Mouth was the variable that had the most dominant influence on consumer purchasing decisions. This shows that word of mouth, whether through personal experience, friend recommendations, or reviews on social media, plays an important role in encouraging consumers to purchase products at Kopi Studio 24. This finding implies that Kopi Studio 24 managers need to strengthen their Word of Mouth-based marketing strategy and maintain product quality and set competitive prices to increase consumer purchasing decisions.  

This research explores the influence of customer satisfaction on the financial performance of Perumda Tirtanadi, with a particular focus on the digital service system as a moderating factor. The study is driven by the growing urgency for digital innovation in public service sectors, particularly in the wake of the COVID-19 pandemic, which significantly altered customer engagement patterns. A quantitative method is adopted, employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) using the SmartPLS 4 software to process the collected data. The analysis demonstrates that both customer satisfaction and digital services have independent and significant positive effects on financial outcomes. However, the interaction between these two variables does not show a statistically significant moderating effect. These findings underline the value of digital infrastructure as a strategic internal resource that supports financial growth. Nevertheless, the minimal moderating impact suggests that a portion of customers either lack access or sufficient skills to effectively utilize the available digital platforms. This study adds to the current body of knowledge by examining the interplay between digital transformation and customer satisfaction in shaping financial performance, framed through the Resource-Based View (RBV) theory. The research suggests that improving digital literacy and promoting better adoption of digital tools among customers is essential to fully capitalize on the benefits of technological advancement. Furthermore, it highlights the need for continuous training and support to ensure that all customers can engage with digital services effectively, thereby enhancing overall satisfaction and financial performance. By addressing these gaps, organizations can foster a more inclusive digital environment that benefits both the customers and the service providers.