Consumer Characteristics Research Articles

An Assessment Study on Consumer Knowledge and Purchasing Behavior Regarding Food Safety

Economic and technological developments affect consumers’ purchasing behaviors along with their lifestyles. Understanding consumer characteristics and purchasing behaviors is of great importance for companies in determining target markets and preparing marketing programs. The aim of this study is to determine consumers’ level of knowledge about food safety and their purchasing behavior regarding food products. For this purpose, a face-to-face survey was conducted with 400 consumers selected using the Simple Random Probability Sampling method. About 76% of the consumers participating in the study have heard of the concept of food safety. It was found that consumers primarily consider health safety, the expiry date, and the cleanliness of the place of purchase when buying food products. They prefer the products they consume to be fresh and mostly shop at supermarkets and hypermarkets. It was also determined that 53.8% of consumers pay partial attention to human health conditions in the places where food is produced, and 69% are willing to pay more for packaged foods. The level of food safety knowledge among consumers will provide important feedback for food producers and policymakers, guiding the creation of more effective and safer food systems that address consumer needs.

Sugar-sweetened beverage consumption in Thailand: Determinants and variation across socioeconomic status

ObjectivesReducing consumption of sugar-sweetened beverages (SSBs) is a primary public health goal in Thailand, but information on the characteristics of SSB consumers remains limited. This study aims to gain knowledge about the characteristics of SSB consumers in Thailand. Study designSecondary analysis of survey data. MethodsThe study used data from the Health Behaviour of Population Survey conducted by Thailand's National Statistics Office between February and May 2021. SSB consumption was sourced from a survey question about the consumption of prepackaged sugar-sweetened non-alcoholic beverages. The influence of demographic, socioeconomic, behavioural, habitual, and health factors on mean daily intake and daily consumption was assessed using a two-part model and logistic regression analysis, respectively. Decomposition analysis was conducted to understand how the impact of these factors affecting SSB consumption varied across socioeconomic groups. ResultsFrequent SSB consumers exhibited various unhealthy behaviours, including smoking, unhealthy food consumption, low physical activity, and making food selections driven by appetitive motivations. Although higher socioeconomic status was associated with greater consumption of SSBs, it stabilised at elevated income levels. Increased SSB consumption in higher socioeconomic groups was linked to mixed eating habits, being overweight, and occasional drinking, while in lower socioeconomic groups, it was associated with unhealthy behaviours like smoking, regular alcohol drinking, appetitive food choices, and low physical activity. ConclusionsSSB consumption in Thailand is multifactorial, varying by socioeconomic status. These insights are crucial for policy formation aimed at reducing SSB consumption in the country. Policymakers should explore interventions that address overall unhealthy behaviours alongside those targeting overconsumption of SSBs.

Development of Plant-Based Burgers with Partial Replacement of Texturized Soy Protein by Agaricus bisporus: Effects on Physicochemical and Sensory Properties

This study aims to develop plant-based burgers with partial replacement of texturized soy protein (TSP) by Agaricus bisporus mushrooms at proportions of 5%, 10%, 15%, and 20%. The substitution was evaluated regarding its impact on the burgers’ chemical composition, texture, color, cooking performance, and sensory properties. Chemical analyses showed a significant increase in moisture content starting from the 10% substitution level, contributing to improved juiciness. Protein content remained similar to the control until the 15% substitution level, while the fat content showed no significant variation among treatments. The texture profile indicated reduced hardness in burgers with mushroom enrichment, particularly at 5% and 10%, leading to a more tender product. Color analysis revealed a reduction in lightness (L*) and red intensity (a*) with increased mushroom levels. Sensory analysis showed that burgers with up to a 15% substitution level maintained consumer acceptance comparable to the control, with attributes such as “softness”, “pleasant color”, and “good appearance” positively correlated with consumer acceptance. The findings indicate that Agaricus bisporus mushrooms can be effectively used as a partial substitute for TSP in plant-based burgers, enhancing sensory properties without compromising quality. This substitution offers a promising approach to diversifying ingredients in plant-based products while maintaining desirable characteristics for consumers.

How European consumers value wine credence attributes: a cross-country comparison of France, Greece and Italy

Several attributes can be used to differentiate wine products to meet consumer interest and thus increase producer visibility, attractiveness and revenues. The perception towards the same attribute may depend on various factors that characterise the subjects, such as individual, behavioural and situational characteristics, like their country of origin. This study aims to identify which credence attributes and related levels motivate consumers the most to buying wine, by comparing the results obtained in three different European countries: France, Greece and Italy. A conjoint experiment based on linear assumption was administered using price, production method, geographical indication and wine origin as product attributes. The conjoint data were analysed in three steps: performing a model with the whole sample; performing three models using national data to compare results between the countries; performing a cluster analysis using the Ward method to associate consumer characteristics with product attributes. Results show that origin is the most valued attribute for choosing wine, followed by the production method. Cross-country evaluation reveals several significant differences among the attributes of the production method, geographical indication and origin. The cluster analysis identified three groups named: High price and national wine seekers; Certification seekers and Price-sensitive seekers. This paper provides several implications for both academicians and enterprises. Indeed, it is the first evaluation comparing the role given by consumers to biodynamic certification in a cross-country evaluation. Several indications are also provided for producers who can help differentiate better wine production by earning a higher income.

Differences in willingness to pay for various types of carbon-labeled products: A dynamic perspective

Carbon labeling (CL) is a carbon reduction policy with development potential that has not yet been widely promoted worldwide. This study explores the trend of consumers' willingness to pay (WTP) for different types of carbon-labeled products from a dynamic perspective, to provide a reference for future pilot projects. The research team collected 3788 valid questionnaires from China's first-tier cities spanning a five-year period and used interval regression to analyze the impact and change of consumer traits on WTP for the four types of carbon-labeled products in 2019 and 2024. The bootstrap method was further used to examine the impact mechanisms to explore ways to improve the current situation. This study found that (1) WTP for food, textiles, electronics, and other household products with CL generally decreased from 2019 to 2024. Textiles and electronics experienced a smaller decline, while food and other household products witnessed larger decreases. (2) The effect of consumer characteristics on WTP changes from 2019 to 2024. Consumers' frequency of low-carbon behaviors no longer significantly affects WTP across all product categories, while attitudes toward CL only affect textiles and electronics. (3) Consumers' perceived environmental value is the mechanism by which personal traits affect WTP. Finally, based on the findings, this study suggests that the selection of textiles and electronics as a pilot product is more likely to be accepted by consumers and that emphasis should be placed on the promotion of the environmental values of CL.

PENGEMBANGAN USAHA PADA UMKM YU MIN BATIK & BUTIK DESA SIDOREJO KECAMATAN COMAL KABUPATEN PEMALANG

<table width="576" border="1" cellspacing="0" cellpadding="0"><tbody><tr><td width="402"><p>The Micro, Small and Medium Enterprises that are the object are the UMKM Yu Min Batik & Boutique owned by Mrs. Siti Aminah which is located in Sidorejo Village, Comal District, Pemalang Regency. This MSME operates in the field of clothing and modified batik cloth in Pemalang. The aim of implementing this activity is to develop business, good financial management and production performance. The business assistance provided includes marketing aspects. The efforts made by the accompanying team aim to promote Yu Min Batik & Boutique products through MSME activities such as bazaars and catalog content on online social media. This is due to increasingly sophisticated technological developments and seeing many entrepreneurs, especially MSMEs, promoting their businesses through online social media. The aim is to introduce and attract the interest of potential customers by understanding the individual characteristics of consumers so that the products sold will match their wishes.</p><p>The assistance method used is carrying out several programs such as making banners, making simple bookkeeping, Google maps, participating in MSME bazaar activities, making direction boards, making organizational structures, business profiles, and creating social media (Instagram). After analyzing and applying the program to Yu Min Batik products, it produced a positive impact on MSME owners. Such as introducing products through promotions on social media and placing banners, organizational structures, understanding simple bookkeeping, business profiles, and installing direction boards to fulfill product requirements to support promotions so that people have more confidence in the products they want to buy.<strong></strong></p></td></tr></tbody></table>

Unveiling game meat: an analysis of marketing mix and consumer preferences for a forest ecosystem product

This study explores the dynamics of the game meat market, with a particular focus on venison and wild boar meat, to assess the impact of a nuanced marketing mix and strategy grounded in a comprehensive customer analysis. By conducting three pivotal research studies—namely, the Omnibus Survey (2022) and Consumer Market Analysis Polls (2021 and 2023)—and analysing their data, this research comprehensively analyses buyers’ preferences, motivations, and purchasing patterns. This paper is guided by three research questions aimed at examining the relationship between the game meat consumption and engagement in forest ecosystem services, including forest visitation, the sociodemographic characteristics of consumers and the criteria for market segmentation. The analysis focuses on identifying factors influencing the game meat consumption and examines how these factors may influence consumer behavior over time. It also explores the implications for the development of marketing strategies, based on Michael E. Porter’s approach, which is discussed in detail. Additionally, the research evaluates the role of game meat within the context of forest ecosystem services, its contribution to forest reforestation initiatives, and its relevance in the formulation of forest policy. This examination highlights the dual nature of game meat as both a market commodity and a critical element in ecosystem management and policy frameworks, seeking to harmonize the economic and ecological objectives.

Quality Evaluation and Optimization of Idle Goods Swap Platform Based on Grounded Theory and Importance–Performance Analysis

Given economic downturns and environmental concerns, promoting innovative consumption patterns is urgently needed. Swap is a promising collaborative consumption pattern that redistributes ownership of goods without using money. In the past, no research has focused on swap platform quality due to a lack of empirical resources. Therefore, this study aims to construct theoretical methods for evaluating and optimizing the quality of swap platforms. Analyzing consumer characteristics and motivations, the study creates a user profile that guides swap platforms’ market positioning. Then a quality evaluation model for swap platforms is constructed to identify areas for improvement. Data were collected from core users of a start-up swap platform in Shanghai, including 20 in-depth interviews and 180 survey questionnaires. The findings reveal that the main consumers in Shanghai’s swap market are highly educated women aged 20 to 40, with upper-middle incomes. They are motivated by functional, charitable, economic, and hedonic factors. Using grounded theory and the IPA method, this study developed a quality evaluation model for swap platforms, consisting of 18 indicators that clearly distinguish areas of weakness and strengths. This study provides valuable insights into the methodological research of quality evaluation for swap platforms and offers practical suggestions for their optimization.

Readiness to Use the Digital Euro (CBDC) by Consumers Based on the Example of France and Germany

Theoretical background: Attempts to offer the users of state money its new digital form with characteristics partially similar to cash and cryptocurrencies led to the creation of the Central Bank Digital Currency (CBDC) concept. In October 2020, the European Central Bank (ECB) published a report on the conditions for building the concept of the digital euro. On January 12, 2021, the ECB completed collecting the opinions of potential users (understood as natural persons) and representatives of companies, institutions, and experts on their expectations for the future digital euro. However, the survey only asked a few questions about the preferred features of the digital euro. The questionnaire form was only available on the website of the ECB, which made the respondents a specific group as only those who were interested in visiting the website replied. Representatives of companies, institutions, and experts also provided answers from the user’s point of view. The questions did not take into account the characteristics of the respondents ensuring the representativeness of the research sample. Purpose of the article: The article aims to define the relationship between the characteristics of consumers (individual users of money as a product of the central bank) from France and Germany and their acceptance of using the digital euro. Research methods: The analysis used data from a survey conducted using the CAWI method. The study was conducted in August 2021 on a group of adult internet users representative in terms of gender, age, and place of residence, including 638 German and 646 French respondents (full responses). Main findings: The results show that in both countries the consumers most willing to accept the digital euro are men rather than women, consumers already taking advantage of the opportunities offered by mobile banking, and consumers who believe that the money entrusted to banks is not safe. However, the differences observed in the example of only these two countries support the conclusion of other researchers about the need to conduct this type of research either in the entire eurozone or in selected eurozone countries with specific payment habits.

Key influences on residential photovoltaic solar panel adoption in the United States

ABSTRACT The prevalence of low-density residential development to host solar PV, the ubiquity of solar irradiation, and incentivizing policies have created substantial opportunities for homeowners in the United States. Federal, state, and municipal governments implement regulatory policies and financial incentives to promote photovoltaic solar systems in residential buildings with limited resources. Thus, understanding the main factors and their spatial variations is vital for expanding the accessibility of renewable energy benefits to specific socio-economic groups and submarkets. Our research includes linear regression, principal component regression, and spatial error models to provide empirical evidence for the relationship between the adoption rates and socio-economic, geographical, and technical factors while identifying characteristics of adopter groups. The results suggest that the relative advantage factors – electricity prices and solar irradiation – play the most significant role across all regions and market segmentations. Statewide policy indicators are the second most significant factor, followed by socio-economic variables on employment status, remote working, car ownership, and property value. Our results indicate that homeowners do not only differ in their circumstances but also in their motivations. This highlights a need for policy-makers and the solar industry to place greater emphasis on distinct characteristics of consumers motivated by ideology and consumers motivated by economic benefits.

Understanding the drivers of consumers’ acceptance and use of service robots in the hotel industry

Purpose This study aims to discover factors and configurations that influence customers’ acceptance behaviors to investigate the current hospitality industry using service robots. Design/methodology/approach A mix of symmetrical and asymmetrical modeling methods was used for the data analysis. The symmetrical modeling was used to find the net effects, whereas asymmetrical modeling was adopted to find the combined configurations for hotel guests’ robot service acceptance behaviors. Findings The results revealed the significant effect of innovativeness, willingness to be a lighthouse customer, personal norms and concern about service robot performance on acceptance behaviors. In addition, the complex solution models using characteristics of tech-forward consumers, norms and attitude and uncertainty and concern were found. Practical implications The study shows directions to hotel marketers, to help them make customers adopt service robots. Originality/value The study explored customer service robot acceptance behaviors based on comprehensive theoretical backgrounds, including the technology acceptance model, theory of planned behavior, norm activation model and service robot acceptance model.

Technology innovation to improve SMEs sustainability

Purpose This study aims to analyze the determinants of small and medium enterprise (SME) sustainability through online marketing technology innovation. Design/methodology/approach The study was conducted through a survey in Siak Regency and Dumai City, Riau Province, Indonesia. The study population is small entrepreneurs doing online marketing. The determination of this survey area is by considering: the use of online marketing technology in this area is relatively more developed than other regions; Siak Regency and Dumai City are very prospective to be used as small business development areas based on online marketing; and the sample was determined by purposive random sampling with the criteria of small entrepreneurs who have tried to do online marketing for at least six months. Based on these criteria, there are 301 small entrepreneurs who conduct online marketing as a sample. Findings The sustainability of SMEs is directly and indirectly influenced by government support, human resource quality, innovation costs, economic conditions and business partners through online marketing technology innovations. Online marketing strategy through targeting, segmentation and positioning marketing strategies. Implementation of online marketing technology innovation models: increased government support; improvement of human resources; provision of innovation cost allocation; government policies in maintaining economic stability; and increase in business partners. Research limitations/implications Limited access to data can limit the interpretation of correlations between the variables studied. This limitation is because the available data is limited to certain periods and certain geographical regions. In addition, research time constraints limit the ability to conduct more in-depth interviews and obtain additional data relevant to the topic being studied. Practical implications Practical implications: 1) Targeting marketing strategy is a staged strategy to select a target market. The target market for SME products is intermediary consumers (agents) and end consumers; 2) Segmenting marketing strategy is a stage strategy to determine market segments. The market segment of SME products is based on consumer characteristics, namely, the local market and markets outside the region. SME product market segments based on consumer response characteristics, namely, market segments based on product benefits and consumer loyalty; 3) Positioning marketing strategy is a strategy for the development stage of each product detail placement and the development of a 4P mix strategy, namely, product, price, place and promotion. Social implications The implementation of this research policy is: increased government support in facilitating online marketing; increased human resources in online marketing; provision of cost allocation of innovation in online marketing; government policy in maintaining economic stability; and increased business partners in online marketing. Model implementation requires mentoring and training through cooperation with business partners. Originality/value The sustainability of SMEs requires online marketing technology innovation. These findings can help provide an alternative solution to the weak resources of SMEs. With the discovery of the determining factor for the sustainability of SMEs, it can accelerate the SME digitalization program.

Impact of fiber addition on quality and consumer perception of whole-grain cakes produced with extruded pearl millet (Pennisetum glaucum) flour

This study aimed to characterize whole-grain cakes produced with extruded pearl millet flour and various fiber sources regarding their composition, physicochemical, and sensory properties, and the impact of fiber addition. Five formulations were developed: control (without fiber addition) and those with added wheat bran, oat bran, rice bran, or psyllium. Proximate composition, water activity, volume, color, and texture were evaluated. Sensory analysis included acceptance, purchase intention, and check-all-that-apply tests. Addition of fibers significantly reduced (p < 0.05) cake moisture content but did not alter specific volume or external color (p > 0.05). All formulations were considered fiber sources and achieved acceptance scores ranging from "I liked it slightly" (6) to "I liked it a lot" (8). Purchase intention ranged from "I would probably buy" (4) to "I would certainly buy" (5). Descriptive terms such as soft, moist, and sweet positively influenced overall impression, while crumbly and sandy had a negative impact. Psyllium formulation emerged as the most promising in terms of acceptance and positive association with desired consumer characteristics. This study highlights the potential applicability of extruded pearl millet flour in the bakery industry, as the developed cakes were well-received by consumers and meet current demands for whole grain foods and fiber sources.

Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media.

Corporate Social Responsibility and Organization Behavior: Research Assessment

This review analyzes how the organization uses CSR initiatives to impact consumer buying behavior. The research papers that focused on the key domains related to the relationship between CSR, firm market value, and different attributes of organizational behavior concerning corporate social responsibility were selected for review. The investigation was performed by analyzing 50 empirical articles found in primary journals. Taxonomy is developed based on the analysis. The current study demonstrated the role of organization strategies in assessing CSR structure. Managers should monitor various important factors in modulating the impact of consumer characteristics and purchase intentions

Improving the functional and technological properties of minced pork using a proteolytic enzyme

The use of pork obtained from intensively growing hybrid animals as the main raw material in meat processing, in particular sausage production, is accompanied by undesirable variability of consumer characteristics of sausage products and a decrease in the economic indicators of enterprise performance. The main technological disadvantages of processed pork are reduced water-binding capacity and significant loss of meat fluid, which in practice is usually compensated by the increased use of food additives and non-meat ingredients. The aim of the study was to assess the possibility of targeted improvement of the technological properties of minced pork using a proteolytic enzyme of animal origin. Model samples of minced meat were developed and cured for 24 hours at a temperature of 4 °C. The following control samples were used: minced meat with the addition of 2% edible salt and minced meat with the addition of 2% edible salt and 0.2% sodium bicarbonate. Moreover, 0.0001% chymotrypsin was added to the test samples containing similar curing ingredients. During electrophoretic study, in samples with the enzyme, an increase in low-molecular fractions (20 kDa, 15 kDa and lower) was observed, which indicated the manifestation of proteolytic activity of chymotrypsin in model systems. Enzymatic treatment led to an increase in pH and water-binding capacity. Cooking loss was reduced by 3 to 6 times, compared to Control 1. After cooking, histological studies of model systems showed that the test samples subjected to enzymatic treatment were characterized by a denser arrangement of structural elements, less pronounced cellular components of muscle tissue and the presence of glutin formed as a result of protein breakdown, filling the microcapillaries. Thus, the use of an enzyme preparation provides an opportunity for targeted improvement of the technological properties of pork obtained from intensively growing hybrid animals.

Разработка технологии хлебобулочных изделий с использованием цельносмолотой полбяной муки

Spelt flour is rich in protein and adds nutritional value to bakery products, thus rendering them qualities of functional foods. The article introduces a new technology for preparing functional puff pastry with whole-grain spelt flour. The research featured yeast and yeast-free puff pastries made of whole-grain spelt flour. The samples obtained were analyzed with standard methods of sensory and physicochemical research and covered such variables as moisture content, acidity, quantity and quality of gluten, and falling number. The optimal share of whole-grain spelt flour amounted to 30% of total flour. The quality indicators met State Standard GOST 9511-80. The experiments made it possible to obtain the optimal formulations and technologies for yeast and yeastfree whole-grain spelt puff pastries with added nutritional value. The chemical composition and energy value per 100 g of finished product were determined by calculation. In the yeast puff pastry, adding 30% whole-grain spelt flour raised the protein content by 32.3%, carbohydrates by 31.7%, dietary fiber by 63.0%, and minerals by 43.2%. The fat increased only slightly, i.e., by 1.6%. In the yeast-free puff pastry, adding 30% whole-grain spelt flour raised the protein content by 13.5%, carbohydrates by 23.3%, dietary fiber by 3.6%, and minerals by 21.6%. The fat increase was also insignificant (2.5%). Whole-grain spelt flour proved able to expand the range of fortified puff pastries. The new yeast-free functional puff pastry demonstrated better consumer characteristics than the experimental sample with yeast.

An eye-tracking study: do consumers’ gender, ethnicity, and fashion interest affect their visual attention to fashion models in advertisements?

ABSTRACT This study examined how consumer characteristics affect their actual visual attention to models in fashion advertisements. A total of 120 college students in the US participated in this study. Eye-tracking technology and a follow-up survey were employed to analyze participants’ visual attention and responses. The research questions were addressed through heatmap results and ANOVA results. The findings compared the responses of participants from various groups and indicated that men’s attention is more focused, while women’s attention is more extensive. In addition, participants of different ethnicities exhibited various viewing patterns, with a tendency to focus on models representing their skin tone. The results offer valuable insights for fashion retailers seeking to develop effective advertising strategies tailored to their target market, thereby enhancing the effectiveness of their fashion advertisements. Furthermore, this study contributes to the existing body of literature on eye-tracking in fashion research and provides suggestions for future research.

소비자의 제품안전 불신과 안전정보 불신 영향 요인 구조분석

In this study, in a situation where consumer distrust in product safety and product safety information is growing, first, factors affecting consumer competency and consumer distrust in product safety and safety information were investigated using regression analysis. Second, three purchasing behavior characteristics of consumers related to new technology products (following others, leading purchasing, unplanned purchasing) are used as independent variables, two consumer capabilities (purchasing competency, information competency) are used as parameters, and product safety A structural model was set up with consumer distrust of product safety information and consumer distrust as dependent variables, and the relationship between these variables was investigated through covariate structural analysis. The main results of this study can be summarized in five points. First, when simply comparing the average score out of 5, the level of consumer distrust in product safety information was found to be higher than the level of consumer distrust in product safety. Second, looking at the results of the regression analysis in detail, it was found that the purchasing ability of consumers was higher the younger they were, the more employed, college graduates, high-income earners, and the more active their safety-seeking behavior was. Consumers' safety information competency was found to be higher the older they were and the more active their safety-seeking behavior was. Third, as a result of regression analysis, consumer distrust in product safety was found to be high among women, married people, and college graduates. Meanwhile, consumer distrust in product safety information was found to be higher among women, married people, employed people, college graduates, and those with more active safety-seeking behavior. Ultimately, this tells them that efforts are needed to reduce their distrust of product safety and product safety information. Fourth, as a result of covariate structure analysis, it was found that following others and unplanned purchases had a negative effect on consumers' purchasing capabilities, but did not affect information capabilities. Meanwhile, while forward purchasing propensity did not affect consumers' purchasing capabilities, it was found to have a positive effect on safety information capabilities.

Evaluasi Pemasaran Berbasis 4P terhadap Kepuasan Konsumen dengan SEM-PLS (Structural Equation Modelling-Part Least Square)

Ikhtiar MSMEs are MSMEs engaged in the production and sale of taro chips. The existence of similar MSMEs selling chips makes the competition even tighter. Consumer behavior has also changed, due to the variety of types of chips available and by consumer wishes. In addition, Ikhtiar MSMEs want to know the characteristics of consumers to provide good product output, so that consumers feel satisfied with the product. From these problems, Ikhtiar MSMEs implement marketing strategies. The strategy used is through four variables, namely product, price, promotion, and location. Each variable has sub-variables. From the results of the implementation, Ikhtiar MSMEs want to know the factors that affect consumer satisfaction. The method used is SEM-PLS (Structural Equation Modelling-Part Least Square). The SEM-PLS method not only explains the presence or absence of relationships between latent variables (prediction) but SEM-PLS can also be used to confirm the theory. From the results of the study, based on the evaluation of the measurement model, the research model was declared valid and reliable. From the evaluation of the structural model, the research model of the implementation of the MSME marketing strategy Ikhtiar towards consumer satisfaction is declared feasible and valid. The level of customer satisfaction from the implementation results was 89.2%. Variables that contribute to consumer satisfaction are products and promotions.