ANALISIS FAKTOR KEPUASAN KONSUMEN TERHADAP KEBAB ANAK MALANG (KAM) CABANG MERJOSARI KOTA MALANG

Consumer satisfaction is an important indicator in assessing the success of a culinary business, especially in maintaining customer loyalty and increasing competitiveness. This study aims to determine and analyze the factors that influence consumer satisfaction with KAM, namely price, quality and service. This study uses a survey method with an approach through distributing questionnaires to 100 respondents who are consumers of KAM. The data obtained were analyzed using quantitative descriptive analysis. The results of the data analysis showed that the majority of respondents felt very satisfied and satisfied with various aspects of KAM's business services. The factors that most influence the level of satisfaction include product quality, appropriate prices, speed of service, and friendly attitudes from employees. These findings indicate that the kebab business has been able to meet the expectations of its consumers. Existing quality and service standards and continuing to innovate are strategic steps to maintain consumer satisfaction and loyalty. The results of respondent satisfaction gave an assessment of satisfaction and very satisfaction for the three aspects. As many as 91% of respondents stated that they were satisfied or very satisfied with the price and service, while 94% felt satisfied or very satisfied with the quality of the product. The conclusion that can be put forward from the results of this study is the percentage of consumer satisfaction with satisfied and very satisfied values on each variable, namely product price, product quality, and service provided, is 91%, 94%, and 91%. So, consumer satisfaction with product price, product quality, and service provided is proven to be very high.