STRATEGI PEMASARAN DAN KUALITAS PRODUK TERHADAP VOLUME PENJUALAN DENGAN PERILAKU KONSUMEN SEBAGAI VARIABEL MEDIASI PADA KERUPUK IKAN RED DEVIL UMKM POKLAHSAR AGUNG BOGA SARI PROVINSI BALI

Anak Agung Gede Eka Swabawa; Kasful Anwar; Donwil Panggabean

doi:10.15578/bjsj.v8i1.19543

STRATEGI PEMASARAN DAN KUALITAS PRODUK TERHADAP VOLUME PENJUALAN DENGAN PERILAKU KONSUMEN SEBAGAI VARIABEL MEDIASI PADA KERUPUK IKAN RED DEVIL UMKM POKLAHSAR AGUNG BOGA SARI PROVINSI BALI

Anak Agung Gede Eka Swabawa, Kasful Anwar, Donwil Panggabean

Abstract

UMKM olahan hasil perikanan berperan penting dalam meningkatkan nilai tambah produk dan perekonomian daerah, namun menghadapi tantangan persaingan yang tinggi. Penelitian ini bertujuan menganalisis pengaruh strategi pemasaran dan kualitas produk terhadap volume penjualan dengan perilaku konsumen sebagai variabel mediasi pada UMKM Poklahsar Agung Boga Sari Provinsi Bali. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan dianalisis menggunakan SEM-PLS.Hasil analisis menunjukkan bahwa kualitas produk berpengaruh kuat terhadap perilaku konsumen (β = 0,476; t = 5,890), sedangkan strategi pemasaran berpengaruh moderat terhadap perilaku konsumen (β = 0,365; t = 4,308). Perilaku konsumen berpengaruh signifikan terhadap volume penjualan (β = 0,562; t = 7,557) dan berperan sebagai variabel mediasi yang signifikan. Nilai R² menunjukkan kemampuan prediktif model yang baik, yaitu 0,604 untuk perilaku konsumen dan 0,624 untuk volume penjualan.Penelitian ini menunjukkan bahwa peningkatan volume penjualan UMKM perikanan lebih efektif dicapai melalui pembentukan perilaku konsumen yang positif, didukung oleh kualitas produk yang konsisten dan strategi pemasaran yang tepat sasaran

Keywords

UMKM perikanan, kualitas produk, strategi pemasaran, perilaku konsumen, volume penjualan.

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DOI: http://dx.doi.org/10.15578/bjsj.v8i1.19543