The Effect Of Price, Packaging, And Product Quality On The Purchase Decision Of Msme Products (Case Study Of Palm Souvenir Shops In Lubuklinggau City)

Abstract

MSME souvenir products are one of the local business sectors that help support regional economic growth by offering products that represent the unique characteristics of an area and are often purchased as gifts or souvenirs. To remain competitive and continue growing, MSME businesses need to understand consumer needs and preferences. Therefore, identifying the factors that influence purchasing decisions is important for improving business performance and competitiveness. This study aims to analyze the influence of price, packaging, and product quality on consumer purchase decisions on typical food products souvenirs of Aren Linggau MSMEs in Lubuklinggau City. The research uses a quantitative approach with a type of causal associative research. The data collection technique was carried out through the distribution of questionnaires with the Likert Scale  to 128 respondents who were selected using purposive sampling techniques  from a consumer population of 450 people per month. Data analysis used multiple linear regression with the help of SPSS version 25. The results of the study showed that price had a positive and significant effect on purchase decisions with a calculated t-value of 4.579. Packaging had a positive and significant effect with a t-value of 4.675. Product quality had a positive and significant effect with a t-value of 5.196. Simultaneously, the three variables had a significant effect on the purchase decision with an F value of 21.205. The Adjusted R Square value  of 0.323 indicates that the three variables were able to explain the purchase decision by 32.3%, while the remaining 67.7% were influenced by other variables that were not studied. This study provides an implication that souvenir food MSME actors need to pay attention to price suitability, packaging attractiveness, and product quality simultaneously as an effective marketing strategy.