PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UMKM KERIPIK ANGGUN DI KABUPATEN MUSI BANYUASIN SUMATERA SELATAN
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Abstract
This study aims to determine how product quality influences consumer purchasing decisions at UMKM Keripik Anggun in Musi Banyuasin Regency, South Sumatra. Using a qualitative descriptive approach, the data were collected through semi-structured interviews with the business owner and consumers, observation of the production process, and documentation. The results show that product quality is the main factor influencing consumers in making purchasing decisions. Consistency in taste, texture, and packaging are the aspects most considered by consumers. However, some consumers feel dissatisfied when the taste or texture of the chips is inconsistent, which affects their future purchasing decisions over time. In addition, price, previous purchasing experience, and support for local products are also important considerations for consumers when choosing a product. The study concludes that maintaining stable product quality is essential to sustain consumer loyalty, increase customer trust, and encourage consumers to make repeat purchases consistently in the future.
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References
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