FACTORS AFFECTING CONSUMER SATISFACTION IN BUYING BAKERY DESSERT ONLINE VIA SOCIAL COMMERCE PLATFORM LINE OFFICIAL ACCOUNT FOLLOWER

Abstract

The objectives of this research were: (1) to study the level of satisfaction in purchasing bakery dessert among customers who followed on social media; and (2) to study the factors affecting consumer satisfaction in purchasing bakery dessert among customers in the study area.

            This research was a quantitative research. The population used the data from the consumers bought bakery dessert online, total population are 543 people. The sample in the study, according to Taro Yamane’s formula consisted of 230 people. Using simple random sampling method was used using a test. The questionnaire used as a data collection tool. The statistics used frequency, mean, percentage, standard deviation, t-test and ANOVA.

            The research finding were found that: (1) Satisfaction level in purchasing bakery dessert among customers who follow on social media. Overall it is at a high level. Arranged in order from least to greatest: Marketing promotion factors next is the product factor, price factors and channel of distribution factors; and (2) demographic factors classified by age and income have significantly differences on the results of hypothesis testing at the significance level of 0.05.