Abstract
This research begins with the development of MSMEs (Micro, Small and Medium Enterprises) which is an illustration of strengthening regional potential. Developing MSMEs can improve services to consumers in order to create buying interest. The benchmarks that are assessed through the level of confidence in a product directly aim to analyze customer interest. In this study, it is explained that customer interest is product quality, service quality, price, and cost which are closely related to meeting the service needs of the Tebing Tinggi Business Clinic (KLIBI) assisted them. The method used is the canonical analysis method which is a multivariate model that studies the relationship between the dependent variable set varied from the independent variable set. The data characteristics for canonical correlation are metric data, namely interval or ratio data. The research result gained that responsiveness and concern give the significant effect on the cost so that customers want to buy continuously. For the recommendation, The Government needs to improve the quality of product endorsement among Tebing Tinggi and Indonesian consumers by making the program business promotion and international exhibitions through KLIBI.
Highlights
The current rapid development of MSMEs can be used as a potential for an area to become stronger in terms of strengthening the supply of goods and services
The location of the research taken in this study is the consumers of UMKM assisted by KLIBI which are spread throughout the Tebing Tinggi City area
Researchers took secondary data regarding an overview of the location of the Tebing Tinggi City Trade Office, which is located on Jl
Summary
The current rapid development of MSMEs can be used as a potential for an area to become stronger in terms of strengthening the supply of goods and services. It makes them think about patterns of service to consumers in order to increase their buying interest continuously. Customer interest can be measured from four dimensions such as product quality, service quality, price and cost. Tebing Tinggi City is an area that has 53.32% land allocated for settlements, followed by agriculture (29.66%) This area has considerable potential in other sectors such as agriculture, mining, industry and trade to strengthen buying interest and improve services. The development of trade needs to be strengthened in order to improve the welfare of society, especially in improving the quality of entrepreneurs in getting as many consumers as possible [3]
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