Proceedings of the 2nd International Conference on Contemporary Risk Studies, ICONIC-RS 2023, 21-22 September 2023, Bali, Indonesia

Research Article

Managing Risks and Enhancing Resilience: Exploring the Role of Product Quality and Risk Tolerance in Consumer Satisfaction within the MSME Sector of Yogyakarta amidst Global Disruptions

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  • @INPROCEEDINGS{10.4108/eai.21-9-2023.2347034,
        author={Agatha  Mayasari and Bartolomeus Galih Visnhu  Pradana},
        title={Managing Risks and Enhancing Resilience: Exploring the Role of Product Quality and Risk Tolerance in Consumer Satisfaction within the MSME Sector of Yogyakarta amidst Global Disruptions},
        proceedings={Proceedings of the 2nd International Conference on Contemporary Risk Studies, ICONIC-RS 2023, 21-22 September 2023, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={ICONIC-RS},
        year={2024},
        month={6},
        keywords={product quality customer satisfaction risk tolerance msmes business},
        doi={10.4108/eai.21-9-2023.2347034}
    }
    
  • Agatha Mayasari
    Bartolomeus Galih Visnhu Pradana
    Year: 2024
    Managing Risks and Enhancing Resilience: Exploring the Role of Product Quality and Risk Tolerance in Consumer Satisfaction within the MSME Sector of Yogyakarta amidst Global Disruptions
    ICONIC-RS
    EAI
    DOI: 10.4108/eai.21-9-2023.2347034
Agatha Mayasari1,*, Bartolomeus Galih Visnhu Pradana1
  • 1: Universitas Atma Jaya Yogyakarta
*Contact email: agatha.mayasari@uajy.ac.id

Abstract

The global pandemic has transformed business landscapes, emphasizing risk management and resilience. Particularly, the Micro, Small, and Medium Enterprises (MSMEs) in the Special Region of Yogyakarta (DIY) are vital for the economy, but their sustainability in disruptive settings is often questioned. This study explores how product quality affects consumer satisfaction among MSMEs in DIY and how this relationship is influenced by risk tolerance. Using a quantitative SEM-PLS approach, the research considered product quality as the independent variable, customer satisfaction as the dependent, and risk tolerance as the moderating variable. Results are expected to guide policymakers and MSME owners in devising strategies, emphasizing product quality improvement, and understanding the role of consumers' risk tolerance in product satisfaction. This study also adds to the literature by highlighting the interplay between product quality, customer satisfaction, and risk tolerance during global uncertainties.