Consumer Purchase Interest Model for Accessory Products Made from Beads and Stocking Cloth in the Micro Business "Setyowati Accessories"

Abstract

The micro-business "Setyowati Accessories" experienced a drastic decline in sales turnover during the COVID-19 pandemic, so a strategy was needed to develop it again. The research aims to create a model of consumer buying interest and determine methods to increase sales turnover. The model consists of three exogenous variables (convenience, trust, satisfaction) and one endogenous variable (purchase interest). Model testing uses smart PLS 3.0. Empirical data was collected from 54 randomly selected respondents. The research results show that ease of purchase, consumer trust, and satisfaction contribute 69% of all variables related to consumer buying interest. The model is quite good because the coefficient of determination is 0.501. Strategies to increase consumer buying interest can be done by developing online marketing media such as Instagram, Facebook, and Tik-Tok; increasing consumer trust and satisfaction, such as sending goods to consumers according to orders; maintaining the quality of goods; product diversification following consumer interests at market prices; provide clear information and following reality; and on time delivery. The findings of variables that influence consumer buying interest and strategies to increase sales turnover become input for micro-businesses in developing their businesses.