PENGARUH SISTEM PEMBAYARAN NON-TUNAI DAN HARGA PRODUK TERHADAP MINAT KONSUMEN(Studi kasus Bukit Coffee Kabawetan)

Abstract

Indonesia is one of the countries with the fastest growing digital economy in Southeast Asia, marked by the increasing use of mobile devices and digital transactions, including in the Micro, Small, and Medium Enterprises (UMKM) sector. This study aims to analyze the effect of non-cash payment systems (such as QRIS and e-wallet) and product prices on consumer interest in Bukit Coffee Kabawetan, a premium local coffee processing business in Kepahiang Regency, Bengkulu. This study uses a quantitative approach with a descriptive method. Samples were taken by purposive sampling from the Bukit Coffee consumer population who made repeat purchases and had used non-cash payment methods, with a total of 83 respondents. The results of multiple linear regression analysis show that the non-cash payment system has a positive and significant effect on consumer interest with a coefficient value of 0.453 and a significance of 0.000. Likewise, the product price variable also shows a positive and significant effect on consumer interest with a coefficient value of 0.263 and a significance of 0.008. Simultaneously, these two variables are proven to have a significant effect on consumer interest, indicating that the ease of digital transactions and appropriate prices can increase consumer buying interest in local coffee products. These findings provide important implications for UMKM in designing technology-based marketing strategies and competitive pricing to reach a wider market