Human Resource Digital Competence on Consumer Loyalty Through Satisfaction as an Intervening Variable Micro, Small, and Medium Culinary Businesses in Indonesia

Abstract

This study aims to analyze the effect of Human Resource Digital Competence on Consumer Loyalty, with Satisfaction as an intervening variable in Micro, Small, and Medium culinary businesses in Palopo City. The background of this study is based on the importance of Human Resource Digital Competence in providing responsive, efficient, and innovative services to enhance consumer experience in the digital era. The method used in this study is a quantitative approach, through the distribution of questionnaires to 100 respondents who are consumers of culinary Micro, Small and Medium Enterprises. The data was then analyzed using Structural Equation Modeling (SEM) techniques using SmartPLS software to test the direct and indirect relationships between variables. The results showed that each variable had a high level of statistical significance. Furthermore, satisfaction was proven to be a mediator linking Human Resource Digital Competence to consumer loyalty, indicating that the higher the digital capabilities of Human Resources, the greater the consumer satisfaction, which ultimately strengthens consumer loyalty. This finding confirms that satisfaction is an important factor linking Human Resource Digital Competence to Consumer Loyalty. This research provides practical implications for micro, small, and medium culinary businesses in Palopo City to continue to improve.