FACTORS INFLUENCING PURCHASE INTENTION OF ELPE TEMPE CHIPS PRODUCED BY CLASS I MADIUN CORRECTIONAL INSTITUTION

Abstract

Abstrak 

Keripik Tempe eLPe merupakan produk hasil program pembinaan warga binaan di Lapas Kelas I Madiun yang menghadapi tantangan dalam meningkatkan minat beli masyarakat. Penelitian ini dilakukan untuk mengetahui pengaruh promosi, persepsi harga, persepsi konsumen, dan word of mouth terhadap minat beli Keripik Tempe eLPe. Penelitian menggunakan pendekatan kuantitatif melalui metode survei terhadap 385 responden yang ditentukan menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa promosi, persepsi harga, persepsi konsumen, dan word of mouth berpengaruh positif dan signifikan terhadap minat beli. Temuan ini menunjukkan bahwa peningkatan strategi promosi, penetapan harga yang sesuai dengan persepsi nilai, pembentukan persepsi positif konsumen, serta optimalisasi word of mouth dapat meningkatkan minat beli masyarakat terhadap Keripik Tempe eLPe. Dengan demikian, pengelola perlu mengembangkan strategi pemasaran yang lebih tepat dan efektif gua memperluas jangkauan pasar sekaligus meningkatkan daya saing produk.

Kata Kunci: Promosi, Persepsi Harga, Persepsi Konsumen, Word of Mouth, Minat Beli, Keripik Tempe eLPe

 Abstract

The eLPe Tempe Chips produced by inmates at Class I Madiun Correctional Institution represent a community empowerment product that faces challenges in attracting consumers' purchase intention. This study aims to examine the influence of promotion, price perception, consumer perception, and word of mouth on consumers' purchase intention toward eLPe Tempe Chips. A quantitative research approach with a survey method was employed involving 385 respondents selected through purposive sampling. The collected data were analyzed using multiple linear regression with the assistance of SPSS software. The findings indicate that promotion, price perception, consumer perception, and word of mouth each have a positive and significant effect on purchase intention. These results suggest that effective promotional activities, appropriate pricing strategies, positive consumer perceptions, and favorable word-of-mouth communication play important roles in enhancing consumers' intention to purchase eLPe Tempe Chips. Therefore, the management of Class I Madiun Correctional Institution is encouraged to strengthen marketing strategies, improve product image, and optimize consumer recommendations to expand market reach and increase the competitiveness of the product.

Keywords: Promotion, Price Perception, Consumer Perception, Word of Mouth, Purchase Intention, Tempe eLPe Chips.