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DETERMINAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI MARKETPLACE PROVINSI JAMBI
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.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
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