Consumer Perceptions and Preferences on Purchase Intention Products of Food and Beverage SMEs in Bandung Raya

Abstract

Purpose: The purpose of this research is to help Muslim SME products consumers in choosing products of food and beverage that match their expectations and for SME entrepreneurs in the food and beverage sector in Bandung Raya to get solutions to problems that occur in consumer perceptions and preferences on buying interest in SME products.

Methodology/approach: This research method uses a quantitative approach using the partial least squares (PLS-SEM). The population in this study are consumers SME food and beverage products in Bandung Raya. Data collection techniques use primary and secondary data. The sampling technique used was purposive sampling of 311 people.

Results/Findings: The expected results of this research can increase repurchase interest buying SME food and beverage products in Bandung Raya. SMEs in the food and beverage sector need support to produce quality products to provide the best service and competitive prices so as to increase their business competitiveness. Based on the results of the PLS-SEM analysis, it was stated that the construct variability of interest in buying food and beverage products by 46.3 percent could be explained by perception variables and the remaining 53.7 percent preferences could be explained by other variables outside the factors studied.

Keywords: Perception, Consumer Preference, Purchase Intention, SMEs.