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All Journal Jurnal Ilmiah Manajemen Publik dan Kebijakan Sosial Journal Of World Science
Puspita Dewi, Sangrila
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Computer Science & IT Economics, Econometrics & Finance Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Analysis of Factors that Influence Interest in Buying Consumer Novianty, Rozalina; Koesomaningsih, Rachmawati; Sumiati, Sumiati; Puspita Dewi, Sangrila
Journal of World Science Vol. 1 No. 11 (2022): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v1i11.106

Abstract

Introduction: Retail business development is increasing in Ngawi Regency, making the competition between these retail businesses even tighter. This condition makes businesses such as shops, markets, and supermarkets compete to attract consumers to buy shopping at their place of business. This study aims to analyze the effect of pricing, location, and diversity of products partially and simultaneously on consumer buying interest at Puspita Senja Shop in Kersoharjo Village, Geneng District, Ngawi Regency. Method: Research method using quantitative. To obtain research data, survey methods using a questionnaire to 97 respondents. The sampling technique used was purposive sampling. Data analysis uses multiple linear regression analysis. Result: The results of simultaneous hypothesis testing using the F test found that the Fcount = 76.557 > Ftable = 3.09 with a significant level of 0.000 <0.05. This shows that the independent variables consisting of pricing (X1), location (X2), and product diversity (X3) together (simultaneously) have a significant effect on consumer buying interest (Y). Conclusion: Price determination, location, and product diversity partially or simultaneously have a significant effect on consumer buying stake at Senja Puspita Shop in Kersoharjo Village, Geneng District, Ngawi Regency.
Pengembangan UMKM Berbasis Potensi Lokal melalui Sinergi Pemasaran Inovatif dan Kebijakan Desa Khoyrul Anwar; Puspita Dewi, Sangrila; Wijayanti Mala, Istiana
Jurnal ilmiah Manajemen Publik dan Kebijakan Sosial Vol 10 No 1 (2026): Jurnal Ilmiah Manajemen Publik dan Kebijakan Sosial
Publisher : Universitas Dr. Soetomo Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jmnegara.v10i1.11489

Abstract

The development of micro, small, and medium enterprises (MSMEs) based on local potential is a key strategy for fostering sustainable rural economic growth. Karanggupito Village in Ngawi Regency possesses distinctive local potential in the form of durian products, which offer strong prospects for value-added MSME development. However, at the initial stage, this potential had not been fully transformed into a source of competitive advantage, as it was primarily treated as raw material and insufficiently integrated into marketing strategies and product identity. This study examines the development of local potential–based MSMEs through the synergy between innovative marketing strategies and village development policies. Employing a qualitative case study approach, data were collected through in-depth interviews, field observations, and document analysis. The findings show that digitally driven marketing innovations—particularly the use of social media and e-commerce platforms—enhance marketing capabilities, expand market reach, and strengthen branding grounded in local identity. Importantly, this study contributes novel empirical insights by proposing an integrative village-level framework that links local resource-based marketing innovation with village development policies as mutually reinforcing mechanisms. The effectiveness of marketing innovation is shown to be highly dependent on sustained policy support, including access to capital, capacity building, collective promotion, and institutional collaboration. This research highlights that MSME development in rural contexts cannot rely solely on entrepreneurial initiatives but requires policy-enabled innovation ecosystems to convert local potential into sustainable competitive advantage and long-term rural economic resilience.
Co-Authors Khoyrul Anwar Koesomaningsih, Rachmawati Rozalina Novianty Sumiati Sumiati Wijayanti Mala, Istiana