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primary topic: DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI

DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI
type: Thesis
type: Article
abstract: This study aims to analyze the effect of price, product quality, promotion, ease of use, packaging, and brand image on purchasing decisions of MSME products in the Jambi Province marketplace. This study uses a quantitative approach with multiple linear regression methods and SPSS version 28 software for data analysis. Data were collected through questionnaires distributed to consumers who had purchased MSME products online, with 257 respondents as the research sample. The results showed that four variables, namely product quality, promotion, ease of use, and brand image, had a positive and significant influence on purchasing decisions. This shows that consumers in the Jambi Province marketplace prioritize product quality that meets expectations, effective promotions, ease of use of technology, and strong brand image in determining purchasing decisions. In contrast, the price and packaging variables did not have a significant influence, indicating that consumers focus more on aspects of quality and reputation than price or packaging aesthetics. This study provides practical implications for MSME actors to improve marketing strategies through strengthening brand image, product innovation, and digital-based promotions. In addition, the government is advised to support MSMEs through technology training programs and development of local product promotion capacity.
date: 2024-10-30
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
has document: DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Text)
has version: DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Text)
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has document: DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
subject: 330.9598 Ekonomi Indonesia

DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Text)
type: Document
has file: 21208012031_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
has part: 21208012031_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Text)
type: Document

UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

NIM.: 21208012031 Iko Penantu Nate
type: Person
given name: NIM.: 21208012031
family name: Iko Penantu Nate

DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
type: Document
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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
type: Document
is version of: DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Text)
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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
type: Document
is version of: DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Text)
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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
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is version of: DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Text)
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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI (Other)
type: Document
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330.9598 Ekonomi Indonesia
type: Concept