Analysis of Consumer Behavior on UMKM Snack Purchasing Decisions at the Culinary Center of Karanganyar City

Abstract

The growth of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia demonstrates a strategic role in supporting regional economies, including the culinary sector, which is a major draw for the community. This study aims to analyze consumer behavior towards purchasing decisions for MSME snacks at the Karanganyar City Culinary Center by highlighting the most influential factors in the decision-making process. A quantitative approach was used through the distribution of questionnaires to consumers visiting the culinary center. The variables analyzed included cultural, social, personal, and psychological factors suspected of influencing interest and purchasing decisions. The results indicate that product quality, cleanliness, affordable prices, and menu diversity are the main considerations for consumers in choosing MSME snacks. In addition, recommendations from friends or family and social media trends also strengthen purchasing decisions. The culinary center's comfortable physical environment, neat layout, and friendly service also provide a positive experience that encourages repeat purchases. Further analysis revealed that consumers tend to choose products that are not only delicious but also have emotional value and local ties. These findings provide important implications for MSMEs to improve product quality, strengthen local brand identity, and utilize digital platforms to expand marketing reach. By understanding consumer behavior more deeply, MSMEs in Karanganyar City can formulate more effective and sustainable marketing strategies to increase competitiveness in the regional culinary sector.