Consumer Satisfaction on Mocaf (Modified Cassava Flour) Based Food Products in Supporting Industrial Revolution 4.0: SEM Approach

Abstract

The increase in the snack food industry in Indonesia is one of the effects of improving the current lifestyle. Along with the progress of the digitalization era, technology and marketing strategies that take advantage of the industrial revolution 4.0 demand for snacks is also felt to grow rapidly. Likewise with the growth of culinary tourism provides an opportunity for small industries in the food sector to innovate in developing their products to be attractive to tourists. Mocaf (modified cassava flour) is local flour produced from cassava through a fermentation process, in the long-term it can be used as a substitute for wheat flour. This study aims to determine the variables that affect consumer satisfaction with mocaf-based food products. Purposive sampling technique was applied as a method for determining the sample, with a sample size of 145 people. The analytical method used is structural equation model with the help of warp-PLS software using two exogenous variables namely product quality variable (X1) and price variable (X2) also satisfaction endogenous variable (Y). The results of the analysis show that product quality variables have no significant effect on customer satisfaction, while the price variable has a significant positive effect on customer satisfaction. This shows that in the consumption of mocaf-based processed products, consumers consider product prices more than product quality to influence satisfaction.