THE ROLE OF PRODUCT STRATEGY IN INCREASING CONSUMER BUYING INTEREST WHICH HAS AN IMPACT ON PURCHASING DECISIONS FOR SMES IN TUK JIMUN VILLAGE, KEMUNING SUB-DISTRICT, INDRAGIRI DOWNSTREAM DISTRICT

Abstract

This research was conducted at the Tempe Chips UKM in Tuk Jinun Village. In achieving its goals, purchasing decisions are the key to business success. Consumer purchasing decisions at the UKM Tempe Chips in Tuk Jinun Village are less popular with consumers when compared to similar products, this of course cannot be separated from the product strategy and consumer buying interest. The aim of this research is to determine the role of purchasing interest in mediating product strategy on consumer purchasing decisions at the Tempe Chips UKM in Tuk Jinun Village. The sample in this study was 99 people. This research uses quantitative methods using IBM SPSS Version 21 software. The results of product strategy research influence consumer buying interest in the UKM Tempe Chips in Tuk Jinun Village. Product strategy influences consumer purchasing decisions at the Tempe Chips UKM in Tuk Jinun Village. Consumer buying interest mediates product strategy and influences purchasing decisions at the Tempe Chips UKM in Tuk Jinun Village.