Faktor-Faktor yang Memengaruhi Minat Beli Konsumen terhadap Keripik Balado Christine Hakim di Kota Padang, Indonesia

Abstract

Christine Hakim’s Balado Chips Company is a medium-sized business that offers various traditional snacks and cakes in West Sumatra. Despite its popularity and distribution through souvenir shops and digital platforms, the business faces challenges related to relatively high production costs, resulting in higher product prices compared with competing brands. This study has two main objectives: first, to describe consumer characteristics and, second, to analyze the effects of price, product quality, promotion, packaging, and brand on consumer purchase intention. This study employed a quantitative approach using survey data, which were analyzed using descriptive statistics and multiple linear regression. The results indicate that consumers are predominantly aged 21–28 years, female, hold a bachelor’s degree, work in the private sector, belong to small households, and have middle-to-high income levels. The regression analysis shows that price has a negative effect on purchase intention and is significant only at the 10% level, while product quality, promotion, packaging, and brand have positive and significant effects on purchase intention. These results indicate that factors other than price have a greater role in shaping consumer purchase intention. Therefore, the enterprise is advised to strengthen digital marketing strategies, improve production cost efficiency, and enhance brand positioning to increase consumer purchase intention and competitiveness.

Keywords

• consumer purchase intention
• MSMEs
• multiple linear regression