Kepuasan pelanggan merupakan faktor krusial dalam dunia bisnis yang dipengaruhi oleh kinerja produk dalam memenuhi harapan konsumen. Salah satu strategi untuk meningkatkan kepuasan pelanggan adalah dengan menerapkan bauran pemasaran, yang mencakup aspek product, price, place, promotion, people, process, dan physical evidence. The Uncle Coffee & Kitchen menghadapi beberapa permasalahan terkait kepuasan pelanggan, seperti ketidaksesuaian produk dengan harapan konsumen, rasa yang kurang memuaskan, harga yang relatif mahal dengan porsi yang sedikit, serta keterbatasan fasilitas parkir yang menyulitkan pelanggan saat jam sibuk, promosi yang kurang efektif, terdapat keluhan mengenai pelayanan karyawan yang kurang ramah dan waktu tunggu yang lama. Efisiensi operasional yang belum optimal menyebabkan antrean panjang, sedangkan aspek kebersihan tempat makan yang kurang terjaga pada waktu tertentu turut mengurangi kenyamanan pelanggan. Penelitian ini bertujuan untuk mengetahui karakteristik konsumen serta menganalisis pengaruh bauran pemasaran terhadap kepuasan pelanggan The Uncle Coffee & Kitchen Kota Tarakan. Metode penetuan sampel menggunakan purposive sampling, melibatkan 100 responden. Analisis data menggunakan analisis deskriptif dan SEM-PLS (Structural Equation Modelling-Partial Least Square) dengan alat bantu SmartPLS 4.0. Hasil penelitian menunjukkan bahwa: (1) sebagian besar konsumen adalah perempuan berusia 17–29 tahun pada tingkat pendidikan SMA dengan kategori pekerjaan “lainnya” yang memiliki penghasilan berkisar Rp500.000–Rp2.000.000 (2) pengaruh bauran terhadap pemasaran kepuasan konsumen, ditemukan bahwa variabel product, place, dan process memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Sementara itu, variabel price, people, dan promotion memberikan kontribusi positif namun tidak signifikan, sedangkan physical evidence memiliki kontribusi negatif yang tidak signifikan. Selain itu dilihat dari nilai outer weight variabel place tidak memiliki pengaruh langsung terhadap kepuasan konsumen.
Kata kunci: Kepuasan pelanggan, bauran pemasaran, promosi, produk dan SEM-
PLS.

Customer satisfaction is a crucial factor in the business world that is influenced by product performance in meeting consumer expectations. One of the strategies to increase customer satisfaction is to implement a marketing mix, which includes aspects of product, price, place, promotion, people, process, and physical evidence. The Uncle Coffee & Kitchen faces several problems related to customer satisfaction, such as product mismatches with consumer expectations, unsatisfactory taste, relatively expensive prices with small portions, and limited parking facilities that make it difficult for consumers during peak hours, ineffective promotions, and complaints about unfriendly employee services and long waiting times. Operational efficiency that has not been optimized causes long queues, while the aspect of cleanliness of the place to eat that is not maintained at certain times also reduces consumer comfort. This study aims to determine consumer characteristics and analyze the effect of marketing mix on customer satisfaction of The Uncle Coffee & Kitchen Tarakan City. The sample determination method used purposive sampling, involving 100 respondents. Data analysis employed descriptive analysis and SEM-PLS (Structural Equation Modeling-Partial Least Square) with SmartPLS 4.0 tools. The results showed that: (1) most consumers were women aged 17-29 years at the high school education level with the job category "other" who have an income in the range of IDR.500.000 - IDR2.000.000; (2) the influence of the mix on marketing customer satisfaction, it is found that the variables product, place, and process had a positive and significant influence on customer satisfaction. Meanwhile, price, people, and promotion variables made a positive but insignificant contribution, while physical evidence had an insignificant negative contribution. In addition, judging from the outer weight value, the place variable had no direct influence on customer satisfaction. Keywords: Customer satisfaction, marketing mix, promotion, product and SEM-PLS.