Product Label Perception, Product Quality On Purchasing Decisions Of UMKM Culinary Products Through Trust As An Intervening Variable In Pasuruan City.
Keywords:
Product Label Perception, Product Quality, Buying decisionAbstract
This study aims to analyze the effect of product label perception and product quality on purchasing decisions of UMKM (Micro, Small, and Medium Enterprises) culinary products, with trust acting as an intervening variable in Pasuruan City. The research employs a quantitative approach with a survey method to gather data from culinary product consumers. The study investigates how consumers' perceptions of product labels and the quality of culinary products influence their purchasing decisions. Furthermore, it explores the role of trust in mediating these relationships. The results of this study are expected to provide valuable insights for UMKM businesses in Pasuruan to improve their marketing strategies, product offerings, and customer engagement by focusing on enhancing product labels, product quality, and building trust with consumers.
Downloads
References
Gimor, H., & Yuliviona, R. (2022). Pengaruh harga dan kualitas produk terhadap keputusan pembelian konsumen dengan kepercayaan konsumen sebagai variabel intervening pada sate taichan senayan buncab. Kumpulan Executive Summary, 20(2). https://ejurnal.bunghatta.ac.id/index.php/JFEK/article/view/20176
Grace Haque, M. (2020). Pengaruh kualitas produk dan harga terhadap keputusan pembelian pada PT. Berlian Multitama di Jakarta. E-MABIS: Jurnal Ekonomi Manajemen dan Bisnis, 21(1), 31–38.
Kotler, P., & Keller, K. L. (2016). Manajemen pemasaran (12th ed., Vols. 1 & 2). PT. Indeks.
Kotler, P., & Keller, K. L. (2017). Marketing management (15th ed.). Pearson Prentice Hall.
Maharani, A. D. (2010). Analisis pengaruh kepercayaan dan kepuasan terhadap loyalitas nasabah tabungan Bank Mega Semarang. Fakultas Ekonomi Universitas Diponegoro. https://repository.unika.ac.id/7393/8/11.40.0200%20GITA%20TRISNAWATI%20-%20DAFTAR%20PUSTAKA.pdf
Mowen, J. C., & Minor, M. (2002). Perilaku konsumen. Erlangga.
Mushlihin, A.-H. (2013). Pengertian pemahaman dalam pembelajaran. [Online]. http://www.referensimakalah.com/2013/05/pengertian-pemahaman-dalam-pembelajaran.html
Riska Oktavenia, K. A., & Ketut Sri Ardani, I. G. A. (2019). Pengaruh kualitas produk terhadap keputusan pembelian handphone Nokia dengan citra merek sebagai pemediasi. E-Jurnal Manajemen Unud, 8(3), 1374–1400. https://doi.org/10.24843/EJMUNUD.2019.v8.i3.p8
Sakinah, N., & Firmansyah, F. (2021). Kualitas produk dan harga terhadap keputusan pembelian dengan minat beli sebagai variabel intervening. Jurnal Ilmiah Manajemen Dan Bisnis, 22(2), 192–202. https://doi.org/10.30596/jimb.v22i2.7100
Tjiptono, F. (2015). Strategi pemasaran (4th ed.). Andi Offset.
Wijaya, E., & Saparso, S. (2019). Kepercayaan sebagai variabel intervening pengaruh antara kualitas produk dan pelayanan terhadap loyalitas pelanggan (Studi pada pelanggan e-commerce Tokopedia.com). Jurnal Manajemen Bisnis, Kompetensi, 14(2), 171–183.
