| dc.description.abstract |
There are more and more MSME actors who have the potential to help the
country's economy, starting from small units, which will certainly become a
relatively resilient economic wheel. Therefore, implementing strategies to market
products and services is very important for a person to be able to compete and
also influence consumers to want to buy the products they sell or offer. So, to
improve consumer purchasing decisions at UMKM Mitra Mandiri must pay
attention to price competition, product and service quality. The purpose of this
study was to determine and analyze the effect of: 1) price on consumer purchasing
decisions, 2) products on consumer purchasing decisions, 3) service quality on
consumer purchasing decisions, and 4) price, product and service quality
simultaneously on consumer purchasing decisions in UMKM Mitra Mandiri
Brebes Regency. The research population was 375 people, with a sample of 79
people. Sampling using the Slovin formula using the incidental technique. The
data used is primary data from the answers to the respondent's questionnaire.
Testing the hypothesis using SPSS 25. The theoretical basis used is price, product,
service quality, and consumer purchasing decisions. The results showed that price
has a significant effect on consumer purchasing decisions, product has a
significant effect on consumer purchasing decisions, service quality has a
significant effect on consumer purchasing decisions, and simultaneously price,
product and service quality simultaneously have a significant effect on consumer
purchasing decision variables at UMKM Mitra Mandiri Brebes Regency. |
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