Level Of Customer Satisfaction Research Articles

Automated Inventory Management Systems with IoT Integration to Optimize Stock Levels and Reduce Carrying Costs for SMEs: A Comprehensive Review

Automated inventory management systems integrated with Internet of Things (IoT) technology represent a transformative approach for Small and Medium-sized Enterprises (SMEs) in optimizing their stock levels and reducing carrying costs. A literature review also shows that there is progress in developing automated solutions, such as IoT sensors, real- time data analytics, and cloud-based applications that improve inventory control. A study shows that the adoption of IoT in automation has seen improvement in the accuracy of inventory, a reduction in stockouts, and carrying costs among SMEs. Research suggests operational improvements including reduced downtime from real time tracking, reverse logistics systems with intuitive demand forecasting for ideal stock replenishment and automation of reordering systems while effectively managing working capital. Materials and Methods: Research methodology encompassed a comprehensive analysis of peer-reviewed literature, case studies, and empirical research focusing on automated inventory management systems with IoT integration in SMEs. Criteria for choosing the literature included articles focusing on the outcomes of IoT implementation, technical integration, and performance of inventory systems. Data extraction main concern was on the efficiencies of the SC such as inventory accuracy, carrying costs, stockouts, and ROI. Descriptive methods used involved comparisons between pre-implementation and post- implementation data, use of statistical tools for measurement of performance enhancement and assessment of factors important in the deployment of the system. Results Implementation of IoT-integrated automated inventory management systems demonstrated significant improvements across multiple performance metrics. Studies reported average inventory accuracy improvements of 25-35%, reduction in carrying costs [1] by 20-30%, and decrease in stockout incidents by 35-45%. Real-time monitoring capabilities led to improved demand forecasting accuracy by 40%, while automated reordering systems reduced manual processing time by 60%. Cloud-based platforms enabled better inventory visibility and control, resulting in working capital optimization of 15-25%. SMEs implementing integrated systems reported enhanced supplier collaboration, reduced lead times, and improved customer satisfaction levels. Cost-benefit analyses indicated positive ROI within 12-18 months of system deployment. Discussion Analysis reveals several key factors contributing to successful implementation of automated inventory management systems with IoT integration. Critical success factors include proper system architecture design, effective change management strategies, and comprehensive staff training programs. Integration challenges primarily revolve around initial investment costs, technical expertise requirements, and system interoperability concerns. Studies show that the greater gains are experienced by SMEs with higher ITOR and those engaged in intricate supply chain operations. Literature review also points to differences in implementation strategies across different sectors and in their recovery, with manufacturing and retail sectors having the highest levels of adoption and improvement. Conclusion IoT-integrated automated inventory management solutions should be adopted by SMEs and are affirmed by ample data to help optimize stock status and minimize carrying costs. The tangible benefits that could be noted are accuracy in inventory, less operational costs, visibility of supply chain, and optimal use of working capital. In appointing the factors affecting the implementation success, it requires the assessment of the technical feasibility and organisational readiness as well as the management of change strategies. Research shows that dynamic technology factors will continue to improve the system’s performance and increased availability to SMEs. Due to advancement in IoT technology, artificial intelligence and cloud computing, there are potential factors that may boost the performance and cost of automatically Managed inventory systems in the future.

Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Konsumen pada Produk Sayuran Organik (Studi Kasus Super Indo Q Square Bogor)

Super Indo Q Square in Bogor Regency is one of the Super Indo branches, a retail company established since 1997. To maintain competitive advantage, the company employs a marketing mix strategy encompassing price, product, promotion, location, people, process, and physical evidence. This study aims to examine the impact of this marketing mix on consumer purchasing decisions and satisfaction levels. The research method employed accidental sampling with 100 respondents, gathering both primary and secondary data through questionnaires, observations, interviews, and literature reviews. Data analysis utilized Multiple Linear Regression, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI). The results indicate that (1) Price, product, location, people, process, and physical evidence significantly influence consumer purchasing decisions. (2) The level of customer satisfaction at Super Indo Q Square Bogor reached 83,82%, It shows a high level of satisfaction and the results of the total level of conformity obtained from all dimensions of 93%, meaning that the conformity value is still insufficient to reach 100%.

Influence of service quality from PT Kereta Api Indonesia (Persero) on customer satisfaction at PT Bukit Asam Tbk

This study examines the effect of service quality provided by PT Kereta Api Indonesia (Persero) on the level of corporate customer satisfaction, specifically PT Bukit Asam Tbk. As a user of railway transportation services for coal logistics, PT Bukit Asam requires quality services to ensure smooth and efficient operations. This research uses quantitative methods with a sample of 100 respondents consisting of PT Bukit Asam Tbk employees involved in the logistics process. Data obtained through questionnaires were analyzed using multiple linear regression. The results showed that the service quality of PT Kereta Api Indonesia has a positive and significant influence on PT Bukit Asam's customer satisfaction, with the indicator of friendly service and responsiveness of the officers scoring the highest. These findings suggest that improving service quality can strengthen customer satisfaction and loyalty.

Pengaruh Kualitas Makanan dan Kualitas Layanan terhadap Kepuasan Pelanggan Melalui Harga di Waroeng Spesial Sambal (SS) di Tangerang

In the current restaurant competition, many new restaurants are emerging so that restaurant competition is getting tougher. To win the restaurant competition, business actors must be smart in competing. One way to do this is to increase customers and retain them. The aim of this research is to understand how the quality of the food served at Waroeng Special Sambal affects the level of customer satisfaction. Data collection is through questionnaires distributed via Google Form and distributed online. We used SmartPls Structural Equation Modeling (SEM) to test this research model with a sample size of 175 respondents, the sample was selected using the Purposive Sampling method. The results of data processing show the effects, namely food quality has a positive effect on customer satisfaction, price has a positive effect on customer satisfaction, service quality has a positive effect on customer satisfaction, food quality has a positive effect on price, service quality has a positive effect on price, food quality has a positive effect on customer satisfaction which is mediated by price, service quality has a positive effect on customer satisfaction which is mediated by price. Future research is expected to involve more specific respondents and use different measurement techniques. To attract customer satisfaction, restaurants need to improve food quality and service quality and offer prices that match the menu served.

A Stacking Ensemble Based on Lexicon and Machine Learning Methods for the Sentiment Analysis of Tweets

Sentiment is employed in various fields, such as collecting web-based opinions for the formulation of governmental policies, measuring employee and customer satisfaction levels in business organizations, and measuring the sentiment of the public in political and security matters. The field has recently faced new challenges since algorithms must operate with highly unstructured sentiment data from social media. In this study, the authors present a new stacking ensemble method that combines the lexicon-based approach with machine learning algorithms to improve the sentiment analysis of tweets. Due to the complexity of the text with very ill-defined syntactic and grammatical patterns, using lexicon-based techniques to extract sentiment from the content is proposed. On the same note, the contextual and nuanced aspects of sentiment are inferred through machine learning algorithms. A sophisticated bat algorithm that uses an Elman network as a meta-classifier is then employed to classify the extracted features accurately. Substantial evidence from three datasets that are readily available for public analysis re-affirms the improvements this innovative approach brings to sentiment classification.

Customer Satisfaction Towards Food Delivery Services in Selangor

This study explores the key factors influencing customer satisfaction with food delivery services at UiTM Puncak Alam, Selangor. Despite the rising demand for food delivery services, issues surrounding the quality and accuracy of delivered food remain significant challenges. This study seeks to address these concerns by identifying and analyzing the determinants that shape customer satisfaction with food delivery services in Malaysia, specifically in Puncak Alam. We adopted a quantitative research approach to gain comprehensive insights into these issues. We collected data using judgment sampling, a non-probability sampling technique and used the Statistical Package for Social Sciences (SPSS) to analyze the responses through descriptive statistics and correlational analysis. The study involved a structured survey of 357 respondents, investigating the impact of three key variables—food quality, app ease of use, and food packaging—on customer satisfaction. The findings provide important implications for businesses and institutions looking to enhance the quality of food delivery services and elevate customer satisfaction levels. By identifying these critical factors, the research offers valuable insights that can help food service providers, policymakers, and industry stakeholders refine their strategies. These insights will not only improve the customer experience but also encourage broader adoption of food delivery services within the Malaysian population. Ultimately, the study’s conclusions hold significance for enhancing service quality and fostering customer loyalty in the increasingly competitive food delivery industry.

دور الابتكار والتطوير في تحسين جودة المنتجات وزيادة رضا العملاء في شركات التأمين بالمملكة العربية السعودية

The goal of this research is to evaluate the influence of innovation and development in boosting product quality and increasing customer satisfaction in insurance firms in the Kingdom of Saudi Arabia. A quantitative technique was adopted, with a sample size of 120 persons. Data were obtained by surveys, and the replies were examined using statistical analytic methods. The findings reveal a considerable influence of product development on enhancing customer experience and boosting customer satisfaction in insurance firms in Saudi Arabia. Additionally, the results show the significance of product development in boosting internal procedures, which also leads to higher customer satisfaction inside these firms. Furthermore, the research reveals that the function of product development in boosting the efficacy of marketing activities is vital in encouraging consumer happiness in the insurance industry. Entirely, the study highlights the vital need of providing insurance solutions that not only suit the requirements of clients but also improve their entire experience. The consequences of these results are deep, as they show that a focus on product innovation may lead to increased operational efficiency and more efficient marketing techniques, which eventually lead to higher customer satisfaction levels. This research adds to the current literature by giving insights into how insurance firms might employ product development to strengthen their competitive edge in the marketplace. By understanding the link between product innovation, internal procedures, marketing effectiveness, and customer happiness, insurance businesses may develop tactics that correspond with consumer expectations and enhance overall service quality. In conclusion, this research stresses the essential importance of product development in the insurance business and its direct association with customer satisfaction in Saudi Arabia. The findings serve as a significant reference for insurance businesses trying to strengthen their product offerings and improve client interactions in an increasingly competitive climate.

Assessing the impact of consumption values on satisfaction and usage intentions of millet-based food products

PurposeThe purpose of this study is to assess the impact of consumption values on customer satisfaction and intention to consume millet-based foods. This study examines both tangible and intangible values of the millet-based food to the customer.Design/methodology/approachBased on consumption value theory (CVT), the present study evaluates the impact of consumption value factors such as emotional, epistemic, health, price, prestige and taste/quality values on satisfaction and intention to use millet-based foods and develops a unique research model. Later, leveraging a dataset comprising more than 410 responses from Pune city in India, a rigorous empirical examination of the proposed model was conducted employing SmartPLS 4.0 software.FindingsThe study's finding unveils both the significant and insignificant impacts of various consumption values, both from the tangible and intangible consumption value perspectives on satisfaction and intention to consume millet-based foods. The study also provides a validated food consumption model which can be used for other similar food consumption behaviour of the customers.Research limitations/implicationsThis study provides insights as to how different consumption values impact the satisfaction of the customers for the millet-based food. This study illuminates additional aspects of the tangible and intangible factors impacting the satisfaction level of customers to consume millet-based products. Also, this is a cross-sectional study, and the respondents are only based in Pune, India. Thus, the study results cannot be generalised.Originality/valueThis study employs CVT to explore the unexplored impact of consumption values on satisfaction and intention to use millet-based foods, which is unexplored in the past literature. Moreover, this study develops a theoretical model with high explanatory power, and the research model adds value to the existing body of literature from areas such as food preference, consumer behaviour and value consumption insights.

How do customers react to the integration of AI in customer experience

Artificial Intelligence is revolutionizing customer service through enhanced customization and efficiency. Processing natural language makes interactions more human-like and guarantees higher levels of customer satisfaction. With the help of AI-enabled Chatbots communication with users occurs instantaneously, answering their questions and providing immediate responses. By forecasting preferences and suggesting recommendations through the evaluation of data collected on customers, artificial intelligence improves service quality. The amalgamation of modern technology and customer service provides a smooth, personalised and linear client experience. While AI-driven chatbots and tools prove time and cost-effective, occasional delays or failures instil human hesitation. The escalating trend of integrating AI in customer service significantly enhances the overall human experience, according to various studies. However, this study aims to address a dearth of empirical research on AI-enabled customer experiences. The absence of emotional intelligence in current AI models contributes to lacklustre customer commitment and engagement. This study investigates how customers react to Artificial intelligence being integrated into the customer service industry. The study scrutinizes pivotal factors—Perceived trustworthiness, personalization, perceived ease of use, perceived usefulness, accuracy, and quality of information provided—examining their interdependence in augmenting the customer experience. This study will utilise a proposed model which utilises the stimulus, organism, and response model. Results underscore how these factors contribute to improving customer loyalty through the mediation role of customer engagement. Hence, the study reveals the interconnectedness of these factors with brand affinity and loyalty, emphasizing the importance of these factors in fostering lasting customer relationships.

The Effect Of Product Innovation And Lifestyle On Brand Trust, Customer Satisfaction And Repurchase Intention

This study aims to identify the relationship between product innovation and lifestyle on brand trust, customer satisfaction and repurchase intention at Pizza Hut Restaurants in the West Jakarta area. The population in this study were all Pizza Hut Restaurant customers in the West Jakarta area. This study involved 230 respondents who were collected using questionnaire distribution with purposive sampling technique. The requirement for purposive sampling is that customers have visited Pizza Hut Restaurants in the West Jakarta Area, at least twice. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Smart-PLS software. The results of this study indicate a significant influence between product innovation on brand trust, customer satisfaction and repurchase intention. In addition, lifestyle also influences and has a significant impact on brand trust, customer satisfaction and repurchase interest. Brand trust has a significant influence on customer satisfaction. Customer satisfaction also has a significant impact on repurchase intention. As a result, it is important to maintain trust in consumers in an effort to improve purchasing decisions. Therefore, it is important to maintain brand trust and satisfaction in an effort to increase repurchase interest. Because the higher the level of customer trust and satisfaction with a brand, the higher their interest in making repeat purchases.

ВПЛИВ FINTECH НА РОЗВИТОК СТРАТЕГІЙ РЕАЛІЗАЦІЇ ТА ПЕРСОНАЛІЗАЦІЇ ІТ-ПРОДУКТІВ

Modern FinTech solutions significantly change traditional approaches to the development, implementation and sale of IT products, allowing companies to create unique financial instruments, reduce transaction costs and increase competitiveness. But the questions remain unclear which FinTech tools have the greatest impact on IT product implementation strategies and whether the use of financial technologies really affects the personalization of IT products in terms of efficiency and scalability. The purpose of the study is a comprehensive study of the influence of financial technologies (FinTech) on the development of strategies for the implementation and personalization of IT products, with the identification of key FinTech tools that contribute to the improvement of the processes of development, implementation and adaptation of IT products in accordance with the specific needs of users and markets. The object of the research is payment services as an innovative segment of FinTech and their marketing in the modern market, namely aspects related to the development, implementation, promotion and use of payment services. Scientific publications and monographic editions, magazine articles and materials of scientific and practical conferences became the methodological basis of the research. During the research, content analysis of scientific periodicals was used; comparative critical analysis of existing approaches and methods of analysis of financial stability and tax burden; statistical methods of analysis. The main hypothesis of the research is that FinTech technologies allow IT companies to more accurately adapt their products to the individual needs of users, which contributes to increasing the level of customer satisfaction, increasing loyalty and competitiveness of companies in the market. Presentation of the main material. The study analyzed the main FinTech tools, their impact on the business processes of IT companies, as well as possible risks and barriers to their integration. The relationship between the use of FinTech solutions and the improvement of the effectiveness of personalization of products, which positively affects the competitiveness of companies on the global market, is determined. Based on the results of the research, practical recommendations were formulated for IT companies regarding the optimal use of financial technologies in the processes of product implementation and personalization. Originality and practical significance. Key FinTech tools and their impact on the effectiveness of implementation strategies are considered, as well as the main challenges and risks associated with the integration of financial technologies into the development and implementation of IT products are identified. Based on the results of the research, recommendations are proposed for the use of FinTech to increase the effectiveness of personalization and scaling of IT products on the global market. Conclusions and prospects for further research. The analysis showed that the use of FinTech solutions allows IT companies to bring products to market faster, reducing the time for processing payments and interaction with customers, which improves the efficiency of business processes and allows companies to focus on the development of innovative products. Thanks to access to users' financial data and the latest algorithms for processing this data, companies can develop products that more accurately meet the needs of individual users. This contributes to increasing customer satisfaction, as well as the formation of long-term brand loyalty.

Implementasi Kinerja Operasional dan Kepuasan Pelanggan Terhadap Tingkat Penjualan

This study aims to analyze the impact of operational performance implementation and customer satisfaction on sales levels, with a case study on the D'One Acc Cellphone Counter. Operational performance includes internal process efficiency, quality control, and technology use, while customer satisfaction includes product quality, service, and customer experience. This study uses a quantitative method with a survey approach to collect data from customers and employees of the D'One Acc Cellphone Counter. The results of the analysis showed that there was a significant positive relationship between operational performance and customer satisfaction levels. In addition, customer satisfaction has a positive effect on sales levels. Good operational performance improves the quality of products and services, which in turn increases customer satisfaction and drives higher sales. These findings underscore the importance of integrating effective operational strategies and focusing on customer satisfaction to achieve increased sales. This research provides insight for the management of D'One Acc Hp Counters in formulating better strategies to improve operational performance and customer satisfaction, as well as maximize sales potential.

An Analytical Study on Account Holders' Perceptions and Satisfaction with reference to Banking Service Quality Post Merger of selected Public Sector Bank in India

Public Sector Banks in India have undergone significant mergers, which enable them to expand their activities, develop further, and strengthen their position as a key sector in the economy. Despite challenges such as rising non-performing assets, increasing frauds, political interference, and favouritism, mergers and acquisitions are graceful to benefit the newly formed banks, the economy, and the industry as a whole. This study examines the impact of recent bank mergers on customer awareness, perceptions, and satisfaction levels, focusing on four major public sector banks: Bank of Baroda, Canara Bank, Union Bank of India, and Indian Bank. Data were collected using structured questionnaires and personal interviews, incorporating 16 variables measured on a five-point Likert scale. The reliability of the data was confirmed with a Cronbach's Alpha value of 0.816, indicating high internal consistency. Analysis using One-Way ANOVA and descriptive statistics revealed significant variations in service quality perceptions across different age groups and bank affiliations, while awareness, digital banking, product/service efficiency, and trust/confidence showed consistent perceptions. The study highlights the positive reception of technological improvements post-merger and provides insights for banks to tailor their communication and service strategies to different customer demographics.

Advanced Analytics for Retail Inventory and Demand Forecasting

Achieving operational efficiency and enhancing customer satisfaction levels in the retail sector is directly dependent on efficient inventory management and accurate demand forecasting. The following study employs advanced analytics techniques, such as time series forecasting and machine learning, to bolster these essential functions. By leveraging on historical sales data from 45 retail stores sourced by Kaggle, this paper has constructed predictive models with the aim to optimize inventory levels and forecast demand with precision. The Seasonal AutoRegressive Integrated Moving Average with Exogenous Regressors (SARIMAX) model employed in this study adequately captures linear dependencies and seasonal patterns, while Long Short-Term Memory (LSTM) networks are responsible for the management of intricate, non-linear dependencies. The findings from this study depict the significant seasonal trends, the impact of economic factors, the impact of economic variables and the effectiveness of hybrid models in improving forecast accuracy. The integration of such advanced methodologies clearly highlights their massive potential in improving aspects such as inventory management and operational efficiency in the retail domain.

The influence of tangibility, reliability and responsibility on the financial performance of banks with mediating role of customer satisfaction

The study explores the relationship between customer satisfaction and the financial performance of banks, focusing on mediating factors. This study aims to investigate in detail the impact of responsibility, tangibility, and reliability on banks’ financial performance, with a particular emphasis on the mediating function of customer satisfaction. The primary objectives are to analyze how these service quality dimensions influence customer satisfaction and, subsequently, financial outcomes. The research is grounded in the theory that higher levels of customer satisfaction lead to improved financial performance through increased loyalty. Using Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the study analyzes data collected from commercial bank clients in Kazakhstan over a four-month period, from November 2023 to February 2024. The dataset includes responses from approximately 200 participants, ensuring demographic representation through a stratified random sampling method. Hypotheses regarding customer satisfaction, reliability, responsibility, and tangibility were tested. Findings reveal a significant positive relationship between customer satisfaction and financial performance, indicating that higher satisfaction levels contribute to improved financial outcomes for banks. These findings highlight the multidimensional nature of customer satisfaction and underscore the importance of addressing various factors to enhance financial performance in the banking sector. This study contributes theoretical insights and practical implications for banks aiming to optimize their financial performance through customer-centric strategies.

Theoretical aspects of the intangible assets system in the process of enterprises strategic management: definition, characteristics, classifications

The article studies theoretical aspects of the intangible assets system in the process of enterprises strategic management. In particular, it highlights the points of view of Russian and foreign scientists regarding the definition of the intangible assets concept. The author’s definition of intangible assets as a set of a company’s resources and assets, which do not have a physical form, are used in the process of creating goods (services) for a long period of time (more than a year), are involved in the creation of values that provide a company a competitive advantage in the market and meet the requirements of identifiability (an object separation from other resources), the presence of future profits from their use, and direct or indirect control by a company. The basic criteria of intangible assets are identifiability, control over them, and the presence of future profits from their use. Despite the variety of available approaches in foreign literature to the intangible assets classification, in our opinion, the classification, which includes human, customer, and structural assets (capital), is fundamental. The article concludes that foreign authors shift their research focus from organizational (structural) intangible assets, such as corporate culture, organizational structure, and brand, to consumer and attitudinal (customer) ones, such as the level of customer satisfaction and loyalty and relationships value. The methodological approaches analysis to intangible assets assessment, the issues of their creation, modeling, and use by companies is a direction for further research.

Pengaruh Kualitas Pelayanan dan Fasilitas Terhadap Kepuasan Pelanggan di Toko Kamila Grosir Karawang

The research was conducted with the aim of identifying the impact of service quality and facilities on the level of customer satisfaction at the Kamila Grosir Karawang store. The research method used was quantitative using a purposive sampling technique, and involved a sample size of 98 respondents who were customers who had visited or shopped at the shop. The analysis was carried out using multiple linear regression using the f test and t test, and a relevant level of 5%. The research results show that service quality is influenced and relevant to customer satisfaction, as well as facilities that have a relevant influence on customer satisfaction at the Kamila Grosir Karawang store. Apart from that, the quality of service and facilities simultaneously influences and is relevant to customer satisfaction at the Kamila Grosir Karawang store. It can be concluded from this research that the quality of service and facilities are mutually influenced by customer satisfaction at the Kamila Grosir Karawang store. There is an implication that maintaining consistency in service quality and providing services that meet customer needs can contribute to forming loyalty. Customers who feel valued and comfortable during the shopping process are more likely to remain loyal to the business.

Stage-Specific Multi-Objective Five-Element Cycle Optimization Algorithm in Green Vehicle-Routing Problem with Symmetric Distance Matrix: Balancing Carbon Emissions and Customer Satisfaction

This study presents a bi-objective optimization model for the Green Vehicle-Routing Problem in cold chain logistics, with a focus on symmetric distance matrices, aiming to minimize total costs, including carbon emissions, while maximizing customer satisfaction. To address this complex challenge, we developed a Stage-Specific Multi-Objective Five-Element Cycle Optimization algorithm (MOFECO-SS), which dynamically adjusts optimization strategies across different stages of the process, thereby enhancing overall efficiency. Extensive comparative analyses with existing algorithms demonstrate that MOFECO-SS consistently outperforms in solving the multi-objective optimization model, particularly in reducing total costs and carbon emissions while maintaining high levels of customer satisfaction. The symmetric nature of the distance matrix further aids in achieving balanced and optimized route planning. The results highlight that MOFECO-SS offers decision-makers flexible route planning options that balance cost efficiency with environmental sustainability, ultimately improving the effectiveness of cold chain logistics operations.

The Influence of Brand Image, Product Quality, and Social Media Promotion on Customer Satisfaction through Purchase Decisions at Viera Cake House in Pekanbaru City

One of the cake shops in Pekanbaru is Viera Cake House. There is a phenomenon related to the decline in the level of customer satisfaction at Viera Cake House. Low customer satisfaction will have an impact on decreasing purchasing decisions at Viera Cake House. This research aims to see the influence of brand image, product quality, and social media promotion on customer satisfaction through purchasing decisions at Viera Cake House in Pekanbaru City. The number of samples taken in the research was determined using the Lameshow formula and a sample of 100 consumers was obtained. The data analysis method used is Structural Equation Model (SEM) using SmartPLS software. The test results showed that brand image, product quality and social media promotion had a positive and significant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on customer satisfaction. Product quality and social media promotion have a positive and significant effect on customer satisfaction through purchasing decisions. Brand image does not have a significant effect on customer satisfaction through purchasing decisions.

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.