The Influence of Product Quality, Price, Transportation, Innovation and Promotion on Buying Interest in SMEs

Mutia Arda, Dewi Andriany, Yudha Andriansyah

Abstract


The impact of Covid 19 on SMEs has also been experienced by residents in Medan City, where their product sales have dropped dramatically over the past year. The new normal or ongoing conditions are called the new normal phase which creates uncertainty, especially in the business sector. Data collection is carried out using a questionnaire to collect marketing strategy data carried out by business actors. Data analysis using the SEM (Structural Equation Modeling) method using Smart PLS. The sample in this study was determined to be 100 UKM players spread across 21 sub-districts in Medan City. The results showed that the independent variables had a positive and significant relationship with the dependent variable, namely product quality, price, product innovation, and promotion, which had a positive and significant relationship to the variable of purchase intention, while transportation had a positive and insignificant relationship to the purchase intention variable.

Keywords


SMEs, Buying Interest, New Normal.

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.241

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