The Effect of Digital Transformation, Operational Strategy, and Customer Satisfaction on Online Retail Business Performance in Jakarta

This study examines the effects of digital transformation, operational strategy, and customer satisfaction on the performance of online retail businesses in Jakarta. Employing a quantitative research approach, data were collected from 115 respondents through a structured questionnaire and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results reveal that digital transformation and operational strategy positively influence business performance, both directly and indirectly, through the mediating role of customer satisfaction. These findings highlight the importance of adopting advanced digital tools, optimizing operational processes, and enhancing customer experiences to achieve superior business outcomes. The study contributes valuable insights into the strategic factors driving online retail success in a rapidly evolving digital economy.