EXPLORING POST-PURCHASE CONSUMER BEHAVIORAL INTENTION; A STUDY ON SME CONSUMERS IN AGAM REGENCY

Abstract

This Research investigates the factors that influence intended consumer behavior towards SMEs' commodities in consideration of a mixed-method approach in Agam Regency. This paper derives from 272 questionnaires and qualitative interviews with 5 key informants, the results indicating perceived qualities, packaging, and price were significant factors elevating behavioral intention, while advertising was not significant. Highlighted here with respect to decision-making by consumers are quality, branding, and price. However, as already noted, SME marketing lacks creativity, engaging content, and professionalism in execution-all these should be seen as impediments to brand development. Therefore, this research is recommendable for small and medium enterprises in bringing significant change in quality, packaging, price strategies, and marketing communication toward improving consumer interests and competition levels against others on the market.