Analisis pengaruh perilaku konsumen dan daya beli mahasiswa terhadap pendapatan UMKM di Kota Malang
Studi kasus pada mahasiswa Universitas Islam Negeri Maulana Malik Ibrahim Malang dan pelaku usaha di sekitarnya
Abstract
The purpose of this research is to investigate the impact of consumer behavior and student purchasing power on the income of micro, small, and medium enterprises (MSMEs) in Malang City. Specifically, the study focuses on students at the State Islamic University of Maulana Malik Ibrahim Malang and business people in the surrounding area. The research aims to provide valuable insights for MSMEs in developing effective business strategies to improve their welfare. In the literature review, consumer behavior is explained as a complex process involving the selection, purchase, and use of products or services based on consumer needs. Various factors such as culture, social influences, personal characteristics, and psychological factors influence consumer behavior. On the other hand, purchasing power refers to the ability of consumers to buy goods and services with their income. The research adopts a quantitative approach, and data is collected through the use of questionnaires as the data collection technique. The collected data will be analyzed using the linear regression method to test the research hypotheses. The main findings of this study are expected to reveal the extent to which consumer behavior and student purchasing power influence the income of MSMEs in Malang City. Based on the findings, it can be concluded that consumer behavior and student purchasing power have a significant influence on the income of MSMEs in Malang City. This highlights the importance of business actors understanding consumer behavior and the purchasing power of students when planning effective marketing strategies. In conclusion, this research contributes to the understanding of how consumer behavior and student purchasing power impact the income of MSMEs in Malang City. The findings can serve as a basis for MSME stakeholders in developing appropriate strategies to enhance the welfare and contribution of MSMEs to the Indonesian economy.
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