Analysis of The Influence of Marketing Mix on Consumer Satisfaction of Tempe Products at UD. Bina Mandiri in Bangunsari Village, Lasalepa District, Muna Regency

Abstrak

Consumer satisfaction is an important indicator of competitiveness and sustainability in small-scale food businesses, including local tempe production. This study aims to analyze the influence of the marketing mix, comprising product, price, place, and promotion, on consumer satisfaction with tempe products at UD. Bina Mandiri in Bangunsari Village, Lasalepa District, Muna Regency, Indonesia. A quantitative survey approach was employed involving 30 consumers selected through purposive sampling based on their purchasing experience and status as regular customers. Data were collected through questionnaires, observations, interviews, and a literature review, and analyzed using multiple linear regression. The results show that the marketing mix simultaneously has a significant effect on consumer satisfaction. Partially, product and price significantly influence consumer satisfaction, whereas place and promotion do not have significant effects. The coefficient of determination (R²) of 0.558 indicates that 55.8% of the variation in consumer satisfaction is explained by the four marketing mix variables, while the remaining 44.2% is attributable to other factors outside the model. These findings indicate that consumer satisfaction in local tempe businesses is more strongly influenced by product quality and price affordability than by distribution and promotional aspects. The study provides practical implications for small-scale food businesses to prioritize consistent product quality and price–value alignment to enhance consumer satisfaction and customer retention.

Kata kunci

• Consumer Satisfaction
• Product Quality
• Tempe
• food SMEs
• marketing mix