PENGARUH PERSEPSI KUALITAS PRODUK, KERAGAMAN PRODUK, E-WOM DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA UMKM MY KERANJANG STORE MADIUN

Putri Abdi Ningsih

Abstract


The researcher intends to determine what aspects of My Keranjang Store Madiun's MSMEs perceived price, product diversity, perceived quality, and E-WOM influence customers' desire to make a purchase. One hundred people were part of this quantitative study. After collecting data from the questionnaire, SPSS 20 for Windows was used to conduct multiple linear regression analysis. Methods for analyzing the data include hypothesis testing, multiple linear tests, and classical assumption tests. The findings of this study indicate that consumers' interest in making purchases is significantly influenced by their perceptions of product quality. 2. Customers are more likely to make a purchase when there is a wide range of products to choose from. 3) is that electronic word-of-mouth advertising has a positive and strong effect on consumers' desire to buy. 4) Customer motivation to buy is influenced by price perceptions which are positive and statistically significant. The suggestion that MSME My Keranjang Store Madiun conduct more market research to investigate and understand some of the factors that influence customer purchase intention is one of the management implications of this study.

Keywords: Perceived Product Quality, Product Diversity, Electronic Word Of Mouth, Price Perception, Purchase Intention


Full Text:

PDF

References


Adriansyah, D. P. (2023). Pengaruh Persepsi kualitas, persepsi Harga, Persepsi Nilai Dan Brand Image Terhadap Minat Beli Motor Vespa Di Kota Madiun (Studi Pada Dealer Motor Vespa Matic Di Kota Madiun). SIMBA: Seminar Inovasi Manajemen Bisnis Dan Akuntansi, September, 1–15.

Endro, A., & Achmad, F. (2018). Jurnal Artha Satya Dharma Diskon , Harga , Dan Promosi Terhadap Minat Beli Melalui Keputusan. 12(1), 35–43.

Hartono, S. A., & Praptiningsih, M. (2022). Pengaruh Persepsi Kualitas Produk, Persepsi Kualitas Layanan, Persepsi Harga, Dan Social Media Marketing Terhadap Keputusan Pembelian Sepeda Di Toko Sepeda O.K Mranggen. Aogora, 10(2), 1–8.

I M. R. P. Ari Yudha, N. Y. Y. (2022). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Pembelian Iphone Di Kota Singaraja. Jurnal Manajemen, 8(2), 1–3.

Imawan, B. (2021). Pengaruh Kualitas Produk Dan Keragaman Produk Terhadap Keputusan Pembelian Produk Don Pablo Abon Mix. Performa, 6(4), 312–320. https://doi.org/10.37715/jp.v6i4.2553

Ndraha, A. (2024). Pengaruh Electronic Word of Mouth Terhadap Minat Beli Sabun Seom Gum. Junal Ilmiah Mahasiswa Nias Selatan, 7(1), 132–139.

Pandelaki, B. K. M., Mandey, S. L., & Raintung, M. C. (2023). Pengaruh Electronic Word Of Mouth, Lokasi dan Harga Terhadap Minat Beli Di R-ZONE Cafe Langowan. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(1), 312–232. https://doi.org/10.35794/emba.v11i1.45878

Putri, D. W., & Utama, L. (2021). Pengaruh Persepsi Kualitas, Pengaruh Sosial, Dan Kebutuhan Akan Keunikan Terhadap Minat Pembelian Konsumen Luxury Brand Pada Generasi Y. Jurnal Manajerial Dan Kewirausahaan, 3(1), 176. https://doi.org/10.24912/jmk.v3i1.11302

Ravenia, T. (2023). Bisma, Vol 8. No 2, Juni 2023 Pengaruh Keragaman Produk, Suasana Toko, Dan Kualitas Informasi Terhadap Minat Beli Konsumen Pada Supermarket Kaisar Di Pontianak. Bisma, 8(2), 243–254.

Robbyllah Maulana Muslikh, E. B. (2023). Issn : 3025-9495. 3(5).

Safitri, R. I., & Gunaningrat, R. (2022). Pengaruh Lokasi, Keragaman Produk Dan Harga Terhadap Minat Beli Konsumen Pada Alfe Toko. Seminar Nasional HUBISINTEK - Membangun Transformasi Bisnis Dan Adaptasi Teknologi Pasca Pandemi, 1001–1011.

Sari, A. C. M., Winarso, W., & Anas, H. (2023). Pengaruh Kualitas Pelayanan Dan Persepsi Harga Terhadap Minat Beli Di Shopeefood. Jurnal Economina, 2(9), 2610–2627. https://doi.org/10.55681/economina.v2i9.837

Sidanti, H., Purwanto, H., Megasari, A., & Sholihah, M. M. (2024). Optimalisasi Pembuatan Konten Sosial Media dan E-Commerce pada UMKM My Keranjang : Industri Anyaman Plastik. Jurnal Pengabdian Masyarakat Bangsa, 1(11), 2825–2831. https://doi.org/10.59837/jpmba.v1i11.608

Wati, B. P. C., Surianto, M. A., & Krisnawati, W. (2022). Pengaruh Keragaman Produk, Kualitas Produk dan Word of Mouth Terhadap Keputusan Pembelian Pada Marketplace Bukalapak. Master: Jurnal Manajemen Dan Bisnis Terapan, 2(1), 1. https://doi.org/10.30595/jmbt.v2i1.14098

Wisnumurti, A. A. G. O. (2017). Menghadapi Era Baru Globalisasi Meningkatkan Daya Saing Di Era. 1–22. https://www.warmadewa.ac.id


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun