THE EFFECT OF PRICE PERCEPTION, SERVICE QUALITY AND PROMOTION ON CONSUMER BUYING INTEREST IN UMKM ES TEH ONE WACHID MANYAR GRESIK

Abstract

This study aims to determine the effect of price perception, service quality and promotion on consumer purchasing interest. This study also aims to test the regression equation both partially, simultaneously and the most dominant among price perception, service quality and promotion on consumer purchasing interest. The analysis techniques used are validity test, reliability test, classical assumption test, coefficient of determination, multiple linear regression, partial test (t test) and simultaneous test (f test). This study uses a descriptive quantitative research type, with a population of 2,800 people or respondents using the slovin formula in taking a sample of 97 people or respondents of UMKM Es Teh One Wachid actors. The results of the study state that price perception has a positive and significant effect on consumer purchasing interest. Service quality has a positive and significant effect on consumer purchasing interest. Promotion has a positive and significant effect on consumer purchasing interest. The promotion variable is the most dominant variable influencing consumer purchasing interest in UMKM Es Teh One Wachid Manyar Gresik.