ANALYSIS OF TECHNOLOGY UTILIZATION AND INNOVATION OF CONSUMER SATISFACTION IN PANDEMIC COVID-19

Abstract

The scope of this research is about the analysis of the use of information technology, and innovation of UMKM in consumer satisfaction during the Covid-19 pandemic. This study aims to determine the level of consumer satisfaction when shopping at UMKM during the Pandemic, both from the use of technology held or from innovations that have been made. given by the UMKM. The method used in this research is descriptive with a qualitative approach, by means of data obtained from direct interviews with UMKM owners. The results obtained show that the use of Homstore.byara UMKM technology based on the level of consumer satisfaction is considered very good even though during the Covid-19 pandemic, this can be seen from the consumer response which states directly to the owner of the UMKM itself. In terms of innovation for consumer satisfaction, the response given is very good, both in terms of place and product innovation. The results of the interview show that consumer satisfaction from Homstore.byara UMKM based on the use of technology and innovation is very good and prioritized.