ANALISIS KEPUASAN KONSUMEN TERHADAP “UMM BAKERY” DI MALANG

The bakery business is no longer a new business in the business world, but until now it still shows a pretty good prospect. Today's bakery business has also grown, because not only selling in stores, but also a bakery business already has a vehicle to sell its products such as bicycles and cars that can reach buyers directly and make it easier for buyers. The study was conducted in 2018. The need to examine customer satisfaction at UMM Bakery to increase sales and development. The purpose of the research is to know the level of customer satisfaction and to know the effect of products, prices, services, and promotions of UMM Bakery on customer satisfaction. The research was conducted in Malang, namely at kiosks that market UMM Bakery. This study uses a quantitative approach, using primary data. Research variables include product, price, service, promotion, and customer satisfaction. The analytical method used is the analysis of Structural Equation Modeling (SEM). The results of this study indicate that in the product variable all indicators have been considered good and provide consumer satisfaction except on the packaging. Price and service variables have satisfied consumers, while promotions have not been satisfactory because promotions on websites are not informative. SEM test results show the strongest influence on customer satisfaction, namely on product variables and price variables, while service variables and promotion variables are weak