Analisis Kualitas Produk, Strategi Promosi, dan Persepsi Harga dalam Meningkatkan Minat Beli Konsumen Produk Cookies Maurasa
DOI:
https://doi.org/10.54082/jupin.1936Kata Kunci:
Cookies Maurasa, Kualitas Produk, Minat Beli, Persepsi Harga, Strategi PromosiAbstrak
Di tengah ketatnya persaingan dalam industri makanan ringan, pemahaman mendalam mengenai faktor-faktor yang membentuk keputusan pembelian konsumen menjadi sangat penting bagi perusahaan. Latar belakang pendirian Cookies Maurasa, sebuah UMKM yang menghasilkan cookies kaya serat, adalah rendahnya tingkat konsumsi serat di kalangan masyarakat Indonesia. Meskipun kapasitas produksi telah meningkat, minat beli konsumen yang belum stabil mendorong dilakukannya penelitian terhadap variabel kualitas produk, strategi promosi, dan persepsi harga. Riset ini memiliki tujuan untuk menganalisis bagaimana ketiga faktor tersebut memengaruhi minat beli calon pelanggan Cookies Maurasa. Penelitian ini menerapkan pendekatan kuantitatif melalui survei kuesioner daring yang disebarkan kepada 198 responden yang dipilih dengan metode purposive sampling. Analisis data dilakukan menggunakan metode regresi linear berganda untuk menguji pengaruh variabel secara parsial dan simultan. Hasil penelitian menunjukkan bahwa ketiga variabel (kualitas produk, strategi promosi, dan persepsi harga) secara parsial maupun simultan berpengaruh positif dan signifikan terhadap minat beli. Ditemukan bahwa persepsi harga (β = 0,513) merupakan prediktor paling dominan, diikuti kualitas produk (β = 0,448). Model ini mampu menjelaskan 69,7% (R² = 0,697) variasi minat beli. Penelitian ini memberikan kontribusi empiris pada literatur perilaku konsumen, khususnya dalam konteks UMKM di sektor makanan sehat. Implikasi praktis menekankan urgensi bagi UMKM untuk menerapkan penetapan harga berbasis nilai (value-based pricing) yang didukung oleh jaminan kualitas dan promosi digital yang efektif.
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