ANALISIS KOMPARATIF WORD OF MOUTH, VARIASI PRODUK DAN MINAT BELI PADA KONSUMEN UMKM KUE LEKER ITS DAN UMKM KUE LEKER 45

Abstract

The leker cake business in Surabaya City has a pretty good prospect to be developed considering the culinary business climate in Surabaya City is increasingly promising. The leker cake business is spread in the city of Surabaya, one of which is the leker 45 MSMEs located in Darmo Permai Timur XII, Dukuhpakis District, and the ITS leker MSMEs located on the north klampis galaxy road. These two MSMEs want to raise leker cakes as classy traditional cakes, which can be compared with other snacks that already have a name in the market. The two leker MSMEs became partner MSMEs in this service activity. Based on preliminary studies that have been conducted by researchers on the two places, namely UMKM Kue Leker 45 and UMKM Kue Leker ITS. That consumer purchase interest in both places shows that consumers have a very high enthusiasm for purchasing leker cakes in both objects, but sellers of leker cakes in both objects do not know the factors that influence consumers to buy leker cakes in both objects. The quantitative research method in this study uses comparative research. In this study, the author will try to compare several variables that are the focus of observation, namely Word of Mouth variables, Product Variations and Buying Interest. Based on the results of comparative analysis using the Independent T test on the Word of Mouth variable, it shows that H 0 is accepted and H a is accepted  , which means there is a significant difference in MSME Consumers of Kue Leker 45 and MSMEs Kue Leker ITS. while the Variables of Product Variation and Buying Interest show that H 0 is accepted and H a rejected, meaning that there is no significant difference in MSME Consumers Kue Leker 45 and MSMEs Kue Leker ITS.for MSME business owners Kue Leker 45 and MSMEs Kue Leker ITS  better maintain product quality and appearance, because most consumers both in MSMEs Kue Leker 45 and MSMEs Kue Leker ITS buy leker cake products because these products have quality and appetizing appearance.