Title:
Enhancing Customer Satisfaction Through Digital Engagement, Personal Branding, and Value Co-creation: The Mediating Role of Service Quality Among Women Entrepreneurs in West Java's MSME Sector

Authors:
Ifa Latifah, Desi Oktaviani, Andhi Sukma, Indonesia

Abstract:

This study aims to investigate the role of digital engagement, personal branding, and value co-creation in enhancing customer satisfaction, with service quality serving as a mediating factor, among women entrepreneurs in the Micro, Small, and Medium Enterprises (MSME) sector in West Java. The research seeks to understand how women entrepreneurs can leverage digital strategies and personal branding to strengthen customer relationships and create sustainable competitive advantages. The study employed a quantitative research design using a structured questionnaire distributed to women entrepreneurs actively managing MSMEs in West Java. A total of 380 valid responses were collected and analyzed through Structural Equation Modeling (SEM) with AMOS to test the hypothesized relationships. The findings reveal that digital engagement, personal branding, and value co-creation significantly influence customer satisfaction, and service quality plays a crucial mediating role in strengthening these effects. Notably, personal branding emerges as the most influential factor, highlighting the importance of authenticity and trust-building in entrepreneurial practices. The study contributes uniquely by integrating digital engagement and value co-creation with personal branding within the context of service quality mediation, offering a comprehensive model that reflects the realities of women-led MSMEs in Indonesia. The results provide both theoretical contributions and practical implications for women entrepreneurs to adopt customer-centric digital strategies and enhance service excellence as a pathway to increasing satisfaction and loyalty.

DOI: https://doi.org/10.51505/IJEBMR.2026.10505