Pengaruh Strategi Penjualan dan Pengembangan UMKM Pasaran Ranto Terhadap Minat Beli Konsumen di Jalan Dewi Sartika Padang Pasir Rantauprapat
DOI:
https://doi.org/10.56916/jimab.v4i1.1190Keywords:
Strategi Penjualan, Pengembangan UMKM, Minat Beli KonsumenAbstract
Penelitian ini mengkaji pengaruh strategi penjualan dan pengembangan UMKM terhadap minat beli konsumen di Pasaran Ranto. Dengan menggunakan metode survei dan analisis kuantitatif melalui SPSS, dengan jumlah sample sebanyak 50 responden, data dikumpulkan melalui kuesioner yang dibagikan kepada konsumen yang pernah melakukan pembelian produk di UMKM Pasran Ranto di Jl.Dewi sartika Padang pasir, penelitian ini menemukan bahwa strategi penjualan yang efektif, seperti pemasaran digital, promosi, dan peningkatan kualitas layanan, serta pengembangan usaha melalui inovasi produk dan ekspansi pasar, berkontribusi signifikan terhadap keputusan pembelian konsumen. Kedua faktor ini secara simultan mempengaruhi minat beli sebesar 39,4%. Hasil ini menegaskan bahwa semakin baik strategi pemasaran dan pengembangan usaha yang diterapkan UMKM, semakin tinggi pula daya tarik konsumen untuk membeli produk. Oleh karena itu, UMKM perlu terus beradaptasi dengan perkembangan teknologi dan tren pasar agar tetap kompetitif, berkembang, dan memiliki daya saing yang kuat.
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