Abstract
This study aims to test the effect of digital marketing on user loyalty of the Krealogi application on MSMEs in West Sumatra with user satisfaction as a mediating variable. The research method is quantitative with a causal approach. The population is MSME actors in West Sumatra with a total of 326 and a sample of 326 taken through total sampling. Data collection using questionnaires and SEM-PLS data analysis. The results of the study directly found that digital marketing and user satisfaction have a positive and significant effect on user loyalty. Digital marketing has a positive and significant effect on user satisfaction. The indirect result is that digital marketing has a positive and significant effect on user loyalty with user satisfaction as a mediator. The results of the determination coefficient test obtained an adjusted R-square of 0.495. This means that the variance of digital marketing (X1) in explaining user satisfaction (X2) is weak, namely 49.5%. The adjusted R-square value is 0.548. This means that the variance of digital marketing (X1) in explaining user loyalty (Y) is moderate, namely 54.8%.
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