Pengaruh Persepsi Harga dan Inovasi Produk terhadap Minat Beli Konsumen pada Usaha Mikro Kerupuk Kulit Bapak Nana Paseh Kota Tasikmalaya

Mulyana Tulistinato (Universitas Perjuangan Tasikmalaya)
Budhi Wahyu Fitriadi (Universitas Perjuangan Tasikmalaya)
Dudu Risana (Universitas Perjuangan Tasikmalaya)

Jurnal Nasional Manajemen Pemasaran dan SDM
Vol. 7 No. 3 (2026): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia

This study analyzes the effects of price perception and product innovation on consumer purchase intention at Bapak Nana’s Micro-Scale Skin Cracker Enterprise in Paseh, Tasikmalaya City. The researchers used a quantitative approach with a survey involving 100 consumers selected using the Lemeshow formula and simple random sampling. Data were collected using a five-point Likert-scale questionnaire, converted from ordinal to interval data through the Method of Successive Intervals, and analyzed using validity, reliability, classical assumption, multiple linear regression, correlation, coefficient of determination, simultaneous, and partial tests. The results show that price perception and product innovation simultaneously have a significant effect on consumer purchase intention. Partially, price perception does not have a significant effect on consumer purchase intention, whereas product innovation has a positive and significant effect. These findings indicate that product innovation provides an important contribution to consumer purchase intention, while price perception needs to be strengthened through greater competitiveness and perceived value. Therefore, business owners should maintain consistent product innovation while improving price competitiveness and other aspects of value to strengthen consumer purchase intention and encourage repeat purchases.