Analisis Pengaruh Penggunaan Platform Digital dan Kualitas Pelayanan terhadap Minat Beli Burger Sikeling di Kecamatan Medan Johor
DOI:
https://doi.org/10.30651/jms.v10i2.25892Abstract
Perkembangan pesat teknologi digital telah membawa perubahan dalam dunia wirausaha, termasuk bagi UMKM di sektor kuliner. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan platform digital dan kualitas pelayanan terhadap minat beli konsumen pada UMKM Burger Sikeling di Medan Johor. Metode yang digunakan adalah deskriptif kuantitatif dengan teknik simple random sampling dalam pengumpulan data melalui penyebaran kuesioner kepada 100 responden. Analisis data dilakukan menggunakan regresi linear berganda dengan program SPSS. Hasil penelitian menunjukkan bahwa penggunaan platform digital memiliki pengaruh positif dan signifikan terhadap minat beli konsumen. Fitur seperti ulasan, rating, serta konten promosi yang menarik di media sosial terbukti meningkatkan kepercayaan dan daya tarik produk UMKM. Selain itu kualitas pelayanan seperti tanggung jawab dan responsif dalam melayani pelanggan juga memiliki pengaruh yang signifikan terhadap minat beli. Berdasarkan uji determinasi (R square), diperoleh nilai sebesar 0,711 berarti menunjukkan bahwa penggunaan platform digital dan kualitas pelayanan berkontribusi sebesar 71,1% dalam mempengaruhi minat beli konsumen. Penelitian ini diharapkan memaksimalkan menggunakan platfrom digital untuk meningkatkan eksposur dan keterlibatan konsumen. Selain itu, memperhatikan kualitas pelayanan yang diberikan juga menjadi langkah yang penting dalam mempertahankan dan menarik konsumen baru.
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