Pengaruh Kualitas Produk dan Informasi Pemasaran terhadap Minat Beli Konsumen pada UMKM Gula Merah Manis Legit Caringin Garut

Abstract

This study aims to analyze the influence of product quality and marketing information on consumer purchasing interest in Manis Legit brown sugar in Caringin, Garut. The background is based on the low purchasing interest of some people towards local brown sugar products due to inconsistency of product quality and limited marketing information received by consumers. This study uses a quantitative method with a descriptive approach. The population in this study were Manis Legit brown sugar consumers in Caringin, Garut, with a sampling technique using purposive sampling of 100 respondents. Data collection techniques were carried out through distributing questionnaires using a Likert scale. Data were analyzed using SPSS with multiple linear analysis techniques. The results showed that partially product quality had a positive and significant effect on purchasing interest. Marketing information also had a positive and significant effect on purchasing interest. Simultaneously, product quality and marketing information had a significant effect on purchasing interest. The Adjusted R² value of 0.323 indicates that product quality and marketing information were able to explain the variation in purchasing interest by 32.3%, while the remaining 67.7% was explained by other factors outside the research model. These findings indicate that consistent product quality improvement and effective marketing information delivery can be important strategies in increasing purchasing interest in Manis Legit brown sugar.