You seem to be thinking of LaVeyan Satanism, in which case the worshipped ones would be themselves. LaVeyans believe that Humanity are the only Gods, and as Anton LaVey once said "There is no Heaven above and no Hell to burn in". They are brought to that religion usually by Atheistic Ideals and sometimes an inability to believe in pretty much anything but what can be seen, heard and felt. As for the Church, LaVeyans usually just laugh at any kind of Spiritual Dogma or Spiritual Thought, and sometimes are just plain disgusted with the way the Xian Church looks at life in general. LaVeyans have their own "Church", the Church of Satan, but it's not a Church used for Worship of just about any kind, or even for ritual anymore. Before his death, LaVey dissolved the "Grotto" aspect of the Church of Satan, and turned it primarily into a profitable business pursuit for his successors.
I also actually have to correct you on one thing, the concept of worshipping Satan is actually NOT misuse of the word, unless of course you're talking specifically and only about LaVeyan Satanism. There are also Theistic Satanists who DO worship Satan as our God/Deity and practice Ritual Magick and Ceremony based on surviving Pagan Practices, such as Demon Summoning, Satanic Spellcraft and Ceremonies for things like Initiation into a Grotto, or things like the "Ceremony of Birth", in which a newly born child is ushered into the Grotto. Many of us are drawn to this Religion because of a need for Duality, not JUST the experience with Light, but also the experience with Darkness to become better aqquainted with both aspects of life (and no, by "Light and Darkness", I don't mean "Good and Evil"). Others feel that Satan is the more respectable of the two, Satan Lucifer and Yaweh Jehovah, because the teachings of Satan dictate that sexuality is not wrong or disgusting, but rather natural and beautiful, and that we need not fear eternal punishment for our so called "Sins". That's a big one. Tell me, who would you rather worship? a being that tells you "Act, believe and live as I tell you, or you'll burn for all eternity!" or one whose teachings can be better summed up with "If you make a mistake, learn from it and continue enjoying life, and though there is wisdom in my teachings, what feels right to you should ultimately be your guide". I know my answer, what's yours?
Nichole's earlier statement that we practice what Xians say we do because we consider ourselves the enemy of God isn't entirely accurate. Yes, worshipping Satan would make one the enemy of God, and does in most respects, but that's far from all there is to our belief system. Also, Maxine Dietrich was far from the first person to believe that Father Satan created Humanity. I got my start with the JoS, but they weren't the first to say that Satan created us. That was actually a Traditional Satanist idea, even in the Pagan Days.
A better definition of "Misuse of the Term of Satanism" would be "Ritual slaughter, mutilation and blood sacrifice in the name of Satan". It's a common misconception, but that's actually a lot closer to "Devil Worship" than Legitimate Satanism, and yes, there is a rather large difference. Father Satan is NOT the Xian "Devil", but rather a Pre-Xian Entity, and does not encourage Mankind to kill in His name or even harm anyone we don't have to for our own survival or wellbeing, and certainly not for Ritual Purposes. Devil Worship involves the Xian Interpretation of Satan, not the Pagan Interpretation. Those are mostly just angry Xians who want nothing more than to p!ss off God because they blame him for their lack of success in Xianity. They wear our symbols and call themselves Satanist, but that doesn't make them one in the same with us.
When it comes to LaVeyan and Traditional Satanism, there ARE some similarities. First, we both use Rituals as a way of changing that which cannot be changed in life otherwise, even if our beliefs on the source of that Magick differs between Denominations. Second of all, many people from both sides believe in Humanity as "Gods of the Earth". Also, we both have a Concept of Satan, even if that concept differs in nature and purpose.
However, I also have to correct that "willowrhiamon" person who posted here earlier: LaVey actually did NOT coin the term "Satanism", it was around LONG before he was ever even born, and still exists in forms other than the one he created though he is dead and buried.
Anyways, I hope you've found all this informative. That is, after all, part of my job.
*Best Wishes and Satanic Blessings*