Digital Transformation in Medan's SMEs: Assessing the Impact on Operational Efficiency and Customer Satisfaction

The purpose of this study is to determine and analyze the extent to which business automation and artificial intelligence variables affect the satisfaction of MSMEs in Medan City through operational efficiency as an intervening variable. The subjects of this study were SMEs in Medan City, with independent variables in the form of business automation and the use of artificial intelligence, dependent variables in the form of customer satisfaction, and intervening variables in the form of operational efficiency. The results show that partially, the variables of business automation and the use of artificial intelligence affect the customer satisfaction of MSMEs in Medan City and contribute to the operational efficiency of MSMEs in Medan. Simultaneously, the variables of business automation and artificial intelligence implementation affect the customer satisfaction of MSMEs in Medan City through operational efficiency as an intervening variable.