THE EFFECT OF PRODUCT QUALITY AND DIGITAL PROMOTION ON BUSINESS SUSTAINABILITY FROM A CONSUMER'S PERSPECTIVE ON ROTI GEMBUL IN JAMBI CITY

Abstract

This study aims to examine and analyze the influence of product quality and digital promotion on business sustainability at Roti Gembul in Jambi City. Business sustainability is a crucial aspect in maintaining the existence of MSMEs amidst increasingly fierce culinary business competition and rapid development of digital technology. Therefore, consistent product quality and effective digital promotion strategies are seen as key factors in supporting business sustainability. This study uses a quantitative approach with a survey method. Data collection was conducted by distributing Google Form-based questionnaires to 100 respondents selected using random sampling techniques at three Roti Gembul branches in Jambi City, namely Beringin, Sipin, and Selincah. Data analysis was conducted using the Partial Least Square (PLS) approach with the assistance of SmartPLS software to test the measurement model (outer model) and structural model (inner model). The results show that product quality and digital promotion have a positive and significant effect on the business sustainability of Roti Gembul in Jambi City from a consumer perspective. The coefficient of determination (R-Square) of 88.8% indicates that variations in business sustainability can be explained by product quality and digital promotion, while the remaining 11.2% is influenced by other factors outside the research model. This finding indicates that the synergy between consistent product quality standardization and digital technology-based marketing capabilities plays a crucial role in expanding market reach, increasing consumer loyalty, and maintaining the long-term operational resilience of MSME culinary businesses.