Quality Price Awareness Drive Indonesia UMKM Consumer Choices

Kiki Bela  Fiviana; Supardi Supardi

doi:10.47494/mesb.v38i.2074

(1) Kiki Bela Fiviana Universitas Muhammadiyah Sidoarjo, Indonesia
Indonesia
(2) Supardi Supardi Universitas Muhammadiyah Sidoarjo, Indonesia
Indonesia
(*) Corresponding Author

DOI:

https://doi.org/10.47494/mesb.v38i.2074

Keywords:

Product Quality, Brand Awareness, Price, Buying Decisions, UMKM

Abstract

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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