Quality Price Awareness Drive Indonesia UMKM Consumer Choices
Keywords:
Product Quality, Brand Awareness, Price, Buying Decisions, UMKMAbstract
This study investigates the impact of product quality, brand awareness, and price on purchasing decisions for Kedai Sukidayo Surabaya products. Using quantitative methods with primary data from 100 consumers surveyed via questionnaires, the research employs a proportional stratified random sampling technique. Analytical tools include validity tests, reliability tests, classical assumption tests, multiple linear regression, coefficient of determination (R²), and SPSS 20 for data analysis. Findings reveal that product quality, brand awareness, and price exert significant partial influences on purchasing decisions. This research fills a gap in understanding consumer behavior towards UMKM products in Surabaya, offering implications for marketing strategies aimed at enhancing consumer decision-making processes.
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