Pertimbangan Keputusan Membeli pada Usaha Mikro, Kecil dan Menengah (UMKM) Makanan dan Minuman di Kota Pontianak

Abstract

UMKM actors in the digital era must follow developments, so they are no longer left behind. This is a concern for marketers with innovation and digital use. Based on data for October 2021, in West Kalimantan, data on the business scale of UMKM actors was recorded at 167,743 or 86.37 percent of micro businesses, while small businesses were 24,766 or 12.75 percent and medium businesses were 1,705 or 0.88 percent. Through the INKUBBI 2021 activities, it is also hoped that micro business actors can be accompanied and guided to advance to class by increasing marketing and encouraging them to expand markets both locally, nationally and export. The research method used is a causality study with the data collection method using a questionnaire. The population in this study is the owners of UMKM in the food and beverage sector in Pontianak by taking a sample of 100 business actors based on data on the number of UMKM in Pontianak from 2017 to 2020. The conclusion from the results of this study is the influence of customer orientation, product innovation, technological adaptation, and product quality can contribute to their marketing performance.

Keywords:     Buying Decision Considerations in UMKM