Analisis Faktor-Faktor yang Berhubungan dengan Keputusan Konsumen dalam Pembelian “Wajik Kelapa Sawit” pada UMKM Rnd Snack

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an essential role in supporting regional economies through local product innovations. One such initiative is RnD Snack MSME, which has developed palm sugar wajik (a traditional sticky rice cake) as a typical souvenir from Labuhan Batu Selatan Regency. This study aims to analyze factors related to consumer purchasing decisions for palm sugar wajik, including price, product quality, promotion, and place. The research employed a survey method involving 75 respondents selected by purposive sampling. Data were analyzed descriptively and using the Chi-Square test to examine the relationship between variables. The results show that price, product quality, promotion, and place are significantly related to consumer purchasing decisions. These findings are expected to serve as a reference for RnD Snack MSME in formulating more effective marketing strategies to increase consumer interest and business sustainability