Faktor-Faktor yang Mempengaruhi Penjualan pada UMKM Keripik Cabe Hj. Karmi di Kota Dumai

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting local economic development through job creation, fulfilling community needs, and increasing regional economic activities. This study aims to analyze the factors influencing sales at the MSME Keripik Cabe Hj. Karmi in Dumai City, Indonesia. The research employed a descriptive qualitative approach through interviews, observations, and documentation involving business owners, employees, and consumers as research informants. The results show that the seller’s ability, product quality, pricing strategy, market conditions, business legality, and the utilization of digital marketing are factors that influence sales levels. Consistent product quality, affordable prices, and friendly service were proven to increase customer satisfaction and consumer trust, thereby encouraging repeat purchases and customer loyalty. In addition, the ownership of halal certification and business permits provides greater assurance to consumers regarding product safety and product quality standards. However, limited promotional activities and simple organizational management remain obstacles to business development and market expansion. The use of social media, product innovation, and improved promotional strategies are considered effective efforts to expand market reach, strengthen customer relationships, and improve business competitiveness. Therefore, effective business management, adaptive marketing strategies, and consumer trust are important factors in maintaining the sustainability and growth of MSME sales amid increasingly dynamic and competitive market conditions in the modern business environment.