PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI PADA UMKM TENUN KHARISMA PALU

Abstract

This study aims to analyze the effect of the marketing mix, consisting of product, price, place, and promotion, on consumers' purchase intention at Kharisma Palu Weaving MSMEs. Increasing business competition requires Micro, Small, and Medium Enterprises (MSMEs) to implement effective marketing strategies to attract consumers and enhance their intention to purchase woven products. The marketing mix is considered one of the strategic approaches that can influence consumers' purchase intention through the provision of high-quality products, appropriate pricing, strategic business location, and effective promotional activities. This study employed a quantitative approach using a descriptive verificative survey method. The population consisted of all consumers who purchased products from Kharisma Palu Weaving MSMEs. A total of 140 respondents were selected using the convenience sampling technique. Data were collected through observation, interviews, documentation, and questionnaires measured using a five-point Likert scale. The data were analyzed using validity and reliability tests, multiple linear regression analysis, F-test, t-test, and the coefficient of determination (R²) to examine the influence of product, price, place, and promotion on consumers' purchase intention. The findings of this study are expected to contribute theoretically to the development of marketing management, particularly regarding the influence of the marketing mix on consumers' purchase intention. Practically, the results are expected to serve as a reference for Kharisma Palu Weaving MSMEs in formulating more effective marketing strategies to increase consumers' purchase intention and strengthen business competitiveness.

Keywords: Marketing Mix, Product, Price, Place, Promotion, Purchase Intention, Kharisma Palu Weaving MSMEs.