Consumer Purchase Intention the Products of Small and Medium Enterprises (MSMEs) in the Province of West Nusa Tenggara

Abstract

This study determines the effect of trust, product quality, and perception on consumer purchase intention in micro and medium-sized products (MSMEs) included in the JPS Gemilang program. This research is a quantitative study. With a sample size of 100. they were using the structural equation modeling (SEM) data analysis method. The results showed that the trust variable had no significant effect on consumer buying interest. In contrast, the price perception and product quality variables significantly affected consumer purchase intention. Quality products accompanied by affordable prices will attract consumers to buy MSME products. The COVID-19 pandemic has caused people to save money in spending their money and tend to buy primary and health needs. Therefore, it is essential to increase consumer buying intention so that consumers are interested in buying products.