Analysis of Influencing Factors to Increase Product Selling Value During the Covid-19 Pandemic (Case Study of Small and Medium Enterprises (Smes) in Kampung Sejahtera Mandiri Teras Pancasila Tangerang, Banten)

Abstract

Analysis of factors that influence To Increase Product Selling Value During the Covid 19 Pandemic, in this case how much both / individually and jointly between independent variables (price, location, promotion and service) affect the dependent variable (Decision Making Purchasing Products During the Covid 19 Pandemic). This research was carried out by Small and Medium Enterprises (UKM) at Kampung Sejahtera Mandiri Teras Pancasila, Tangerang City, Banten by distributing questionnaires to questions while the research sample was used by simple random sampling . Data collection by field studies (interviews, observations, questionnaires) was shown to small and medium enterprises, small businesses. Medium (UKM) Kampung Sejahtera Mandiri Teras Pancasila in Tangerang City, Banten with a total of 100 SME consumers. Statistical data analysis used reliability, validity, normality, autocorrelation, multicollinearity heteroscedasticity, coefficient determination, individual tests (t-test) and joint tests (f-test), with the SPSS 25 statistical tool. The t shows that the independent variables both have a positive and significant influence on the dependent variable. A case study on Small and Medium Enterprises (UKM), Kampung Sejahtera Mandiri Teras Pancasila, Tangerang City, Banten with the results obtained that the t value of the _2.001 price is > t_table 1 .65 and probability .0048 < 0.05, the t value _1.774 for location is. >  t_table 1.65 and . probability  0039 < 0.05, the value of t _count promotion is 5.823. >  t_table 1.65 and .probability  0000 < 0.05 and the value of t _count service is 7.401. > )t_table 1.65 and . probability  0000 < 0.05  The result of F _count is 172,359   level significance 0.000 then F _count > F _table (94,925 > 3,87   significance level 0.000 <0.05, the independent variable simultaneously has a positive and significant influence on the dependent variable in the case study on  Small and Medium Enterprises (UKM), Kampung Sejahtera Mandiri Teras Pancasila, Tangerang City, Banten and the value of the coefficient of multiple determination R² is 87.9, % explained the independent variable factors (price, location, promotion and service) and the remaining 100%-87, 9% = 12.1% the results obtained from other variables are not included from the independent variable.