Pengaruh Promosi dan Kualitas Produk Terhadap Minat Beli Konsumen pada UMKM Keripik Singkong Wahana Snack

Abstract

Micro, small and medium enterprises (MSMEs) are the most important part of the indonesian economy, which is arguably the biggest driving force of the economy during the monetary crisis. Promotion and product quality are important things that can affect the buying interest of potential consumers, the better the quality of the products they have and supported by attractive promotions, it will give encouragement to consumers in buying interest in a product being marketed. This study aims to find out how much influence promotion and product quality have on consumers' buying interest in MSMEs of cassava chips. As for conducting this research using quantitative methods. In this study using the slovin formula with the results of 100 respondents who became a sample. The data collection technique uses a questionnaire processed using SPSS version 20. Data analysis uses multiple linear regression. The results of this study show product promotion and quality. based on the test results that the t test results for the promotion variable (X1) obtained a calculated result of 1.262. With a sig of 0.000. Meanwhile, the value in the 5% distribution table t table is 6.664.then t table (0.000 < 0.05 ). Meanwhile, the test results that the t test results for the product quality variable (X2) were obtained from the calculated t results of 7.091 with a sig value of 0.000. Meanwhile, the value in the distribution table of 5% t table is 6.664 then t table (0.000 < 0.05 ) so in conclusion The Promotion Variables (X1) and Product Quality (X2) simultaneously affect the buying interest (Y) of consumers in MSMEs cassava chips with a Fhitung value of 123.369 and sig 0.000.

Keywords : Promotion, Product Quality, Buying Interest