PENGARUH KUALITAS DAN KEMASAN BAWANG MERAH GORENG TERHADAP MINAT BELI KONSUMEN

ABSTRACT

Fried shallots are a commonly used product of processing shallots because the process is cheaper, easier, has added value and is profitable. Supported by the potential of Probolinggo City as one of the red onion centers in East Java, this product is also an effort to overcome material and non-material losses. Consumer buying interest in fried shallots can be influenced by several factors, therefore the objectives of this research are: 1) To determine the effect of quality on price; 2) To determine the effect of quality on purchasing interest through price mediation; and 3) To determine the effect of packaging on purchasing interest. The method used in this research was a survey approach to 5 selected MSMEspurposive sampling, and a sample population of 150 respondents who are consumers of MSMEs selected using techniquesaccidental sampling. The data collection technique was carried out by filling out a questionnaire in the form of closed statements and interviews. The analysis technique used is descriptive analysis and SEM-PLS analysis through arithmetic operationsWarpPLS. The research results show that quality has a positive effect (p-value < 0,01) on price, while quality has an indirect effect on purchasing interest, namely through the mediation of price categoryfull mediatioN, and packaging has a positive effect (p-value < 0.01) on buying interest. The R-Square result is 0.291 which indicates that the variables used are in the weak category, therefore there needs to be further research on the same target but with different measurement variables.