Increasing Purchasing Decisions for UMKM Tempe Chips in Banyumas District through User Interface, Social Media Marketing, Price, and Nutrition Labeling with Purchase Intention as a Mediating Variable

Sarah Dien Hawa; Resa Frafela Rosmi; Angga Ari Prasetyo

doi:10.31002/rekomen.v7i1.1364

Authors

Sarah Dien Hawa Universitas Peradaban
Resa Frafela Rosmi Universitas Peradaban
Angga Ari Prasetyo Universitas Peradaban

DOI:

https://doi.org/10.31002/rekomen.v7i1.1364

Keywords:

User Interface, Social Media, Price, Nutrition Labeling, Purchase Intention, Purchase Decision

Abstract

Micro, Small and Medium Enterprises (MSMEs) are one of the economic drivers of society. More than 50% of Indonesian people rely on the wheels of economic rotation by becoming MSME actors This study aims to examine the influence between user interface; social media; price and nutrition labeling; purchase intention toward purchase decision. By using quantitative research methods, 97 tempeh chips MSME as a respondent 97 respondents were tested. Data analysis using PLS the result of the reseac h are user interface, social media, price and nutrition labeling have a positive effect on prchase intention and purchasing decision. This reseach also shows that purchasing decision becomes intervening variabel between user interface, social media, price and nutrition labeling have a positive effect on prchase decision.

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