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PENGARUH PREFERENSI KONSUMEN DAN HARGA TERHADAP MINAT PEMBELIAN PRODUK KERIPIK TEMPE SAGU PADA UMKM CAMILAN RNB YOGYAKARTA

Vol. 5 No. 01 (2026): JURNAL MULTIDISIPLINER KAPALAMADA:
DOI : https://doi.org/10.62668/kapalamada.v5i01.2282
Published : Mar 31, 2026

Eti Endiarti (1), Pujiati Utami (2), Dumasari Dumasari (3)

(1) Universitas muhammadiyah Purwokerto, Indonesia
(2) Muhammadiyah University of Purwokerto, Indonesia
(3) Muhammadiyah University of Purwokerto, Indonesia
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Abstract:

This study aims to analyze the influence of consumer preferences and pricing on purchase intention for Keripik Tempe Sagu products at UMKM Camilan RNB in Yogyakarta. The research employs a descriptive quantitative method involving 60 respondents who are consumers of the business, with data collected through questionnaires. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27. The results indicate that partially, price has a positive and significant effect on purchase intention, while consumer preferences do not show a significant effect. However, simultaneously, both variables have a positive and significant influence on purchase intention. The contribution of consumer preferences and price is 41.1%, while the remaining 58.9% is influenced by other variables outside the model. The findings imply that the business should maintain competitive pricing strategies while still considering factors shaping consumer preferences, especially among young consumers with limited purchasing power.

Author Biographies

Pujiati Utami, Muhammadiyah University of Purwokerto

Pujiati Utami holds the Citizen Identification Number 2160241 and the National Lecturer Identification Number or NUPTK 0619127601. She currently serves as an Assistant Professor with the structural position of Head of the Agribusiness Study Program. She completed her undergraduate education at Sebelas Maret University, graduating in 1999, and went on to earn her master's degree from Padjadjaran University in 2004.

Dumasari Dumasari, Muhammadiyah University of Purwokerto

NIK 2160151 with NIDN/NUPTK 0610056602 is a Professor who also serves as the Head of the Research Division at LPPM UMP. He completed his undergraduate education (S1) at Institut Pertanian Bogor in 1990, then continued and earned his master's degree (S2) at the same institution in 1994, and completed his doctoral education (S3) at Universitas Jenderal Soedirman in 2020.

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