Culinary MSMEs' Strategy in Building Consumer Trust and Purchasing Interest

Putri Maharani; Nadia Avlikha; Sheren Amadea Glorianna; Nina Yusnita Yamin

doi:10.61994/econis.v4i1.1911

Authors

Putri Maharani Akuntansi, Universitas Tadulako, Sulawesi Tengah, Indonesia
Nadia Avlikha Akuntansi, Universitas Tadulako, Sulawesi Tengah, Indonesia
Sheren Amadea Glorianna Akuntansi, Universitas Tadulako, Sulawesi Tengah, Indonesia
Nina Yusnita Yamin Akuntansi, Universitas Tadulako, Sulawesi Tengah, Indonesia

DOI:

https://doi.org/10.61994/econis.v4i1.1911

Abstract

Penelitian ini menyoroti pengalaman pelaku UMKM kuliner dalam membangun kepercayaan konsumen melalui kualitas produk, pelayanan unggul, dan konsistensi operasional. Dengan pendekatan emosional berbasis kedekatan personal serta rasional berbasis standardisasi sistem, kepercayaan terbukti menjadi faktor utama peningkatan minat beli ulang dan loyalitas pelanggan. Hambatan yang muncul meliputi keterbatasan fasilitas, penurunan layanan saat periode puncak, serta ketergantungan pada produk musiman. Studi ini menegaskan bahwa bagi UMKM, kepercayaan bukan sekadar aset tak berwujud, melainkan instrumen strategis yang menentukan keberlanjutan pendapatan usaha dan daya saing di industri makanan dan minuman.

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