PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI PADA PRODUK UMKM: STUDI KASUS HARUMANIS BANG TOYIB DESA KESAMBI

Krisna Yusuf Ardani; Nanto Purnomo

doi:10.29062/mahardika.v24i1.1405

Penulis

Krisna Yusuf Ardani Universitas Islam Lamongan
Nanto Purnomo Universitas Islam Lamongan

DOI:

https://doi.org/10.29062/mahardika.v24i1.1405

Kata Kunci:

Price, Product Quality, Buying Interest, MSMEs

Abstrak

This study aims to examine the influence of price and product quality on consumers' purchase intention of Harumanis Bang Toyib products in Kesambi Village. In the midst of increasingly intense competition among small businesses, understanding the key factors that drive consumer purchasing decisions is essentialA quantitative method was applied through a survey approach, where data were obtained using questionnaires and analyzed through multiple linear regression techniques. The findings reveal that price and product quality each exert a positive and significant impact on consumer purchase intention, both separately and when considered together. These findings highlight the importance of price perception and consistent product quality in shaping consumer interest. Therefore, business owners are encouraged to implement competitive pricing strategies and maintain high product standards to enhance consumer trust and market.

Unduhan

Data unduhan belum tersedia.

Referensi

Armstrong, G., & Cunningham, M. H. (2022). Principles of marketing (19th ed.). Pearson Education.

Assael, H. (2014). Consumer Behavior and Marketing Action (6th ed.). Cengage Learning.

Fitria, N., & Hidayat, R. (2019). Pengaruh Harga dan Kualitas Produk terhadap Minat Beli Konsumen. Jurnal Riset Manajemen dan Bisnis, 14(2), 112–120.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Kung, M.-L., Wang, J.-H., & Liang, C. (2021). Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork. Foods, 10(10), 1-17

Lestari, S. D., & Haryanto, A. T. (2020). Persepsi Harga dan Kualitas Produk terhadap Minat Beli Konsumen di Era Digital. Jurnal Ekonomi dan Bisnis, 7(2), 98–107.

Lestariningsih, W. (2022). Pengaruh Kualitas Produk terhadap Minat Beli Konsumen. Jurnal Ilmu Manajemen dan Bisnis, 9(1), 34–42.

Lisdiani, N. L. I. (2022). Analisis Pengaruh Kualitas Produk dan Citra Merek terhadap Minat Beli. Jurnal Ekonomi dan Bisnis, 8(2), 78–85.

Lisdiani, N. L. I., & Annisa, A. A. (2022). Pengaruh Harga, Kualitas Produk dan Pengetahuan Halal Terhadap Keputusan Pembelian Produk Fiesta Chicken Nugget dengan Minat Beli Sebagai Variabel Intervening. Invest Journal of Sharia & Economic Law, 2(1), 79–91.

Lupiyoadi, R. (2020). Manajemen Pemasaran Jasa (4th ed.). Salemba Empat.

Nugroho, R., Pramudyo, T., & Sutanto, J. (2020). The role of price perception and product quality on consumer buying intention. Jurnal Riset Manajemen dan Bisnis, 15(1), 45–56.

Purnomo, N., & Azizah, L. N. (2025). Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Konsumen. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 14(1), 316-321.

Purnomo, N., & Hidayatullah, S. (2024). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Loyalitas Konsumen melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi Kasus UMKM pada Soto Ayam Haji Karim):(Studi Kasus UMKM pada Soto Ayam Haji Karim). Bisman (Bisnis dan Manajemen): The Journal of Business and Management, 7(2), 394-410.

Rahman, S. M., & Ismail, H. N. (2021). The influence of product quality and price on purchase decision and customer satisfaction. International Journal of Academic Research in Business and Social Sciences, 11(5), 642–652.

Rosenbloom, B. (2022). Marketing channels: A management view (9th ed.). Cengage Learning.

Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.

Stanton, W. J., Etzel, M. J., & Walker, B. J. (2014). Fundamentals of Marketing (14th ed.). McGraw-Hill Education.

Taslim, Vina Angelika, & Charisma Ayu Pramuditha. (2021). Pengaruh Harga,Promosi, Kualitas Produk dan Lokasi Terhadap Minat Beli Konsumen pada Restoran Magal Korean BBQ House Palembang. Publikasi Riset Mahasiswa Manajemen. 2(2), 143-153

Tiara Kasih, A. et al. 2023. Pengaruh Kemasan, Harga, Dan Kualitas Produk Terhadap Minat Beli Konsumen Mixue: (Studi Pada Mahasiswa STIE Widya Wiwaha Yogyakarta). Prosiding dan Call Paper Widya Wiwaha. 1(1), 1–16

Tjiptono, F. (2019). Strategi Pemasaran (4th ed.). Andi Publisher.

Yulianto, A., Prabowo, H., & Setiawan, A. (2020). Pengaruh harga dan kualitas produk terhadap minat beli konsumen UMKM di masa pandemi. Jurnal Manajemen dan Kewirausahaan, 22(3), 45–56.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.