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All Journal Jurnal Ekonomi JeLAST : Jurnal Teknik Kelautan , PWK , Sipil, dan Tambang Jurnal Kajian Ilmiah Akuntansi Fakultas Ekonomi UNTAN (KIAFE) IZUMI Jurnal Sains dan Teknologi Pangan Jurnal Linears Universa Medicina Journal of Economic, Management, Accounting and Technology (JEMATech) YUME : Journal of Management Journal of Education, Humaniora and Social Sciences (JEHSS) Dinasti International Journal of Education Management and Social Science SABDAMAS Jurnal E-Bis: Ekonomi Bisnis Journal of Economics and Business UBS Jurnal Pengabdian kepada Masyarakat Archives Pharmacia Metta : Jurnal Ilmu Multidisiplin Educoretax Jurnal IPTEK Bagi Masyarakat Jurnal Paradigma Akuntansi Abdimas Altruis: Jurnal Pengabdian Kepada Masyarakat Jurnal Locus Penelitian dan Pengabdian CHEMTAG Journal of Chemical Engineering Journal of Innovation Research and Knowledge Jurnal Bangun Manajemen Global Accounting : Jurnal Akuntansi E-Jurnal Akuntansi TSM JURNAL ABDI MASYARAKAT INDONESIA (JAMIN) Proceeding National Conference Business, Management, and Accounting (NCBMA) Media Ilmiah Akuntansi Kultura: Jurnal Ilmu Sosial dan Humaniora BEGIBUNG: Jurnal Penelitian Multidisiplin Mount Hope Management International Journal The International Journal of Medical Science and Health Research Jurnal Sains dan Kesehatan
Michelle, Michelle
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Journal : Jurnal IPTEK Bagi Masyarakat

 1 
Strategi Meningkatkan Keputusan Pembelian melalui Kepercayaan Konsumen dan Inovasi Produk pada UMKM Kuliner Medan Situmorang, Irvan Rolyesh; Cendikiawan, Jeffry; Riana, Catherine Falencia; Sinaga, Vanessa; Michelle, Michelle; Tantriady, Alex
Jurnal IPTEK Bagi Masyarakat Vol 5 No 2 (2025)
Publisher : Ali Institute of Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55537/j-ibm.v5i2.1190

Abstract

This study aims to analyze and formulate strategies to improve consumer purchasing decisions by enhancing trust and product innovation among culinary MSMEs (Micro, Small, and Medium Enterprises) in Medan Kota. Consumer trust is one of the main factors in building loyalty and purchasing decisions, while product innovation is considered crucial for attracting consumer attention amid increasingly tight market competition. The research employs a quantitative approach by distributing questionnaires to consumers of culinary MSMEs located in the Medan Kota area. The population in this study consists of all culinary MSMEs in Medan Kota, the exact number of which is unknown; therefore, the Lemeshow formula with a 10% error margin was used, resulting in a sample size of 100 respondents. The data were analyzed using multiple linear regression to assess both the simultaneous and partial effects of the independent variables on purchasing decisions. The findings show that both trust and innovation have a significant influence, both partially and simultaneously, on purchasing decisions among culinary MSMEs in Medan Kota.
Co-Authors Aletheia, Samuel Pangeran Amrie Firmansyah Andrian Andrian Ardila, Preti Arista, Paula Aulia Qadri , Rizni Bagu, Stevani Precious Vallerie Benaya, Manuel Br Ginting, Litka Tiadoraria Buntu, Nasar Carolina Damayanti Marpaung Cecilia, Cecilia Cendikiawan, Jeffry Chandra, Angelina Chandra, Herman Charlie Charlie, Charlie Clarissa, Clarissa Conny, Conny Cuangga, Evangelyn Grafany Ela Rahmawati Elnabila, Yasyviena Za’ima Erick, Erick Erni Astuti Estralita Trisnawati Fitriano, Andre Gilbert Saputra, Eric Giovanni, Giovanni Henilia Yulita Intanya, Variantika Ismail Nasution Isya Hanin Jessyka, Jessyka Juliawati, Mita Julita Julita Kheren, Kheren Koloi, Vican Sefiany Krisna, Yohanes Kurniawan, Yosia Gabriel Lilik Djuari M. Isa Alamsyahbana Mahardika, Abiyyu Ghiyats Marlinda, Charly Meyland, Meyland Mohammed, Khaled Ahmed Muhammad, Raihan Akbar Muljo, Vanessa Vania Nainggolan, Olivia Venessa Ni Luh Putri Nurhidayati, Ely Nuri Arum Anugrahati Nurjanah, Listia Octarino, Christian Nindyaputra Orlina, Meita Papuania, Hairuni Parmonangan Manurung Pasopati, Rommel Utungga Pertiwi, Ratih Dyah Purba, John Tampil Putra, Rifqi Alamsyah Rahmatullah, Ivan Raja Yulianita Sarazwati Rajagukguk, Ronald Hasudungan Ramadhani, Riska Dewi Ranggaini, Dewi Ranti Utami Retno Asti Werdhani Riana, Catherine Falencia Rianda Elvinawanty Rina Sulistiyowati Rivanti, Fellia Riza, Dwi Ainur Sambodo, Bambang Sari, Een Permata Satria, Hendy Siahaan, Eirene Ratushyinkaya Siahaan, Septony Benyamin Silvi Nova Pianti Sinaga, Vanessa Siratan, Elkuny Dovir Situmorang, Irvan Rolyesh Sophia Lubis, Mira Sri Nathasya Br Sitepu Sumiati Sumiati Sunita, Sunita Tantri, Julietta Tantriady, Alex Tanudjaja, Tanudjaja Tanumihardja, Ninna Amadea Tanuwidjaja, Kornelius Sophiano Taqiyyuddin, Zaki Tiffany, Tiffany Utami, Tyas Putri Utomo, Wendy Vidyarto Nugroho Widiasari, Natalia Widjaja, Lydia Rosalina Widjaja, Purnamawati Helen Wijaya, Jennisca Wiryateja, Jocelin Wita Anggraini Yessika Nababan, Anisa Yi Wong Yolanda Veronika Yuniana Yuniana Zahra, Sophia Zai, Immanuel Zubaidi, Umar Issa