Purchasing Decision of Simping 97 (a Private Label MSME Product ) Costumers during Covid-19
Deden (a*), Rengga Madya P (b), M. Iqbal Nurfauzan (b), Heny Hendrayati (b)

Program Studi Magister Manajemen Universitas Pendidikan Indonesia

Abstract

Abstract
This research aims to determine the effect of private label UKM SIMPING 97 Products implementation on purchasing decisions at Covid-19. The research method used is descriptive quantitative and survey explanatory design. The populations are consumers at UKM SIMPING 97 with sample of 42 people using non-probability sampling techniques and accidental approaches. Data collection techniques using a questionnaire, analyzed by simple linear regression methods, and hypothesis testing using t test. Data analysis was assisted by the application of SPSS version 22 to use Cronbachs Alpha feature in calculating the coefficient of determination and hypothesis testing. The results of this study is the higher quality of private label provide higher level of purchasing decision at UKM SIMPING 97. However, the findings of this research show that quality of private label has weak correlation with purchasing decision. Recommendation for further research is use other independent variable such as price, promotion, quality of product, perceived risk, or other things that might has effect on purchasing decision and use higher number of samples.

Keywords: Private Label, Quantitative Descriptive, Purchasing Decisions, Non-probality Sampling, Accidental samples, Covid-19

Topic: Marketing Management