The Influence of Digitalization, Service Quality, and Product Quality on Public Fashion Shopping Preferences Toward Local MSMEs in Martapura Kota Distric

Abstract

This study aims to analyze the influence of digitalization, service quality, and 
product quality on public fashion shopping preferences toward local MSMEs in 
the Martapura Kota District. The research employed a quantitative approach 
involving 100 respondents selected through purposive sampling techniques. 
Data analysis was conducted using multiple linear regression. The partial test 
results (t-test) indicate that all three independent variables—digitalization, 
service quality, and product quality—have a significant influence on shopping 
preferences. The simultaneous test (F-test) also shows that the three variables 
collectively have a significant impact on shopping preferences. The coefficient 
of determination (R²) of 0.385 indicates that 38.5% of the variation in shopping 
preferences can be explained by these three variables. The findings suggest that 
optimizing digitalization, enhancing service quality, and maintaining high 
product quality are essential strategies for attracting consumer interest in local 
MSMEs.