MINAT BELI COSTUMER TERHADAP PRODUK MASKER KAIN SCUBA NOORIN MELALUI BISNIS ONLINE

INTERESTS OF BUYING COSTUMERS OF MASKER PRODUCTS SCUBA NOORIN THROUGH ONLINE BUSINESS

Abstrak

Kelangkaan masker terjadi karena imbas dari panic buying yang dilakukan masyarakat akibat adanya wabah COVID-19 sehingga dalam mengatasi kondisi tersebut banyak gerakan untuk mengganti masker sekali pakai dengan masker kain. Dengan adanya kebijakan physical distancing membuat bisnis online menjadi pilihan yang tepat dalam pemasaran produk masker kain scuba. Tujuan penelitian ini adalah untuk mengetahui minat beli costumer terhadap produk masker kain scuba Noorin melalui bisnis online ditinjau dari aspek minat transaksional, minat referensial, minat preferensial, dan minat eksploratif. Penelitian ini menggunakan jenis penelitian deskriptif kuantitatif  dengan teknik analisis data berupa deskriptif. Metode pengumpulan data berupa kuisioner google form. Responden penelitian yakni 30 costumer reapid order. Hasil analisis responden tentang minat beli costumer terhadap produk masker scuba Noorin dari 4 aspek, sebagai berikut : untuk minat transaksional tergolong baik dengan perolehan rata-rata prosentase sebesar (85.56%), aspek minat referensial tergolong sangat baik memperoleh rata-rata prosentase  sebesar (90.56%), aspek minat preferensial tergolong sangat baik memperoleh rata-rata prosentase  sebesar (89.17%), serta aspek minat exploratif tergolong sangat baik memperoleh rata-rata prosentase sebesar (89.17%). Dengan demikian penjualan masker kain scuba Noorin melalui media online instagram efektif dalam meningkatkan minat beli costumer.

Kata Kunci : Minat beli,  costumer, Masker scuba, Bisnis online

Abstract

Scarcity of masks occurs due to the impact of panic buying by the community because the plague of COVID-19, in overcoming these conditions a lot of movement to replace surgical masks with fabric masks. With the physical distancing policy, making online business the right choice in marketing scuba fabric mask products. The purpose of this study is: To find out the consumer purchase interest in Noorin scuba fabric masks through online businesses business in terms of transactional interest, referential interest, preferential interest, and explorative interest. This research uses descriptive research, with data collection methods in the form of a google form questionnaire. Respondents of the study were 30 consumers of reapid order. The results of the study of consumer buying interest in scuba Noorin mask products from 4 aspects, as follows: for transactional interest it is classified as good with an average percentage of (85.56%), aspects of referential interest are classified as very good with an average percentage of (90.56%), the aspect of preferential interest is very good with an average percentage of (89.17%), and the aspect of explorative interest is very good with an average percentage of (89.17%).Thus the sale of Noorin scuba fabric masks through online instagram media is effective in increasing consumer buying interest, that give the highest profit.

Keywords : Purchase interest, Consumer, Scuba masks, Online business