Efforts to Increase Consumer Buying Interest and Satisfaction through the Influence of Price and Product Perception on the Social Safety Net West Nusa

The social safety net (JPS) is one of the eight flagship programs of West Nusa Tenggara (NTB) Gemilang. JPS is an aid provided by the government in the form of a package containing nine staples for communities affected by the pandemic. This research aims to test the influence of price and product perception on consumer buying interest and consumer satisfaction in the people who receive the help of JPS NTB Gemilang. NTB people who received this program package became a population in this study, with 100 respondents taken from each province in NTB using questionnaires and data analysis using the structural equation model. The results showed that price perception affects consumer buying interest, products affect consumer buying interest, price perception affects consumer satisfaction, products affect consumer satisfaction. This research resulted in the perception of prices by the community and local products used in the program can increase people's buying interest in products in the program and provide satisfaction felt by the community after receiving packages in the JPS NTB Gemilang program.


Introduction
Social restriction policies impact the Indonesian economy, especially people's buying interests. As a result, household spending has declined, and the economy itself is experiencing a slowdown in growth.
The policy of social restrictions itself in Indonesia occurred several stages in early 2020, which is the beginning of the Covid-19 pandemic. The policy issued when the increase in the number of people affected by Covid-19 is a large-scale social restriction in several provinces. The number of  sufferers continues to increase, especially in Jakarta and Surabaya, Indonesia's two most populous provinces.
The lack of trust in the government about Covid-19 spreading by the community makes the number of people affected by Covid-19 increase, followed by the number of deaths caused by . In order to reduce the mobility of the population, the government issued a policy that imposes restrictions on community activities (PPKM) that have an impact on the poor and the business world. However, the number of increases and those exposed to the Covid-19 virus have decreased with this government implementing PPKM Jawa-Bali, PPKM Mikro, PPKM emergency, and the last is PPKM level three and four.
The restriction policy carried out by the Indonesian government impacts the social-economic decline, education that must be done online so that it affects Open Access Indonesia Journal of Social Sciences the family economy, and public services that must keep their distance. All of these impacts will be felt in 2020.
The impact felt by the company makes some companies lay off some of their employees without benefits, or in layoffs, this resulted in a growing unemployment rate and affected the purchasing power of the people who began to decline until workers who used to have income now have no income and the only survival by reducing their spending on goods and services.
West Nusa Tenggara is one of the provinces in

Price perception
In Schiffman et al. (2013), price perception is how consumers view prices as high, low, and fair. This has a strong influence on buying interest and satisfaction in purchasing a product. If the customer has a good perception of the price and service received by the customer by expectations, then customer satisfaction will increase.
Consumers will pay more attention to the price perception if the product to be purchased is a daily requirement, such as food, beverages, and other basic needs. This becomes a challenge for companies in determining the correct price perception for their products so that consumers are interested in buying.
In business competition, price perception offered by competitors can be lower with the same quality or even with better quality. So that in determining the price perception of a product or service sold, the company is required to pay attention to consumers and competitors.
Cheap price perception is an essential source of satisfaction because they will value money. Low price perception gives rise to products, not quality conversely, high price perception gives rise to product quality. Price Perception assessment can be seen from the conformity between a consumer's sacrifice to the value he received after making a purchase, and from there, the consumer will get from the product or service. A positive is the result of a sense of satisfaction with a purchase he made, while a negative is a form of consumer dissatisfaction with the product or service he bought.

Product
A product is something that the manufacturer offers to the consumer to meet his needs and desires. It should also be emphasized that consumers buy products to satisfy needs and aim to satisfy desires.
According to Kotler (2003), a product is everything offered to the market to get attention, purchased, used, or consumed that can satisfy a desire or need. While the understanding of products, when viewed from the perspective of marketing, is everything that can be bargained to the market to be noticed, owned, used, or consumed, and can provide satisfaction to the wants and needs of the market. Consumers who feel they are compatible with a product and the product can meet their needs and desires.

Consument satisfaction
According to Tjiptono et al. (2012), consumer satisfaction is a person's feeling of pleasure or disappointment that arises after comparing the perception of the performance or results of a product with the expectations he has. Abidin et al. (2020) define satisfaction as the emotional impact of consumers on a product after they have evaluated their product usage.
When consumers obtain what is by their expectations, of course, consumers will feel satisfied.
Consumers satisfied with the products and services received tend to return to using the products received. According to Sunyoto (2015), consumer satisfaction is one of the reasons that consumers decide to shop somewhere. When consumers are satisfied with a product, they are likely to continue buying and using it and tell others about their pleasant experience with the product.

Buy interests
According to Assael (2010), buying interest is the tendency of consumers to buy a brand or take actions related to purchases as measured by the level of likelihood of consumers making purchases.
At the same time, consumer buying interests interpreted by Kotler et al. (2016) is consumer behaviour in which consumers desire to buy or choose a product based on experience in choosing, using and consuming, or even wanting a product.
The lower the consumer's confidence in a product will lead to decreased consumer buying interest.
Interest is described as a situation in which the consumer has not taken any action, which can be used as a basis for predicting the behaviour or action. So buying interest itself is a behaviour summarized from consumers in which there is confidence in the quality and price offered to consumers.

Methods
This study is a quantitative study with associative analysis. This is intended to find out the relationship and or influence between two or more variables, while the population in this study is the entire West Nusa Before testing hypotheses to predict relationships between latent variables in structural models, first, evaluate the measurement model for the verification of indicators and latent variables that can be tested next.
This evaluation is done to evaluate the relationship between the contract and the indicator.   Table 3.

Hypothesis testing
Hypothesis testing is conducted based on the results of inner model testing, which includes Rsquare output, parameter coefficients, and tstatistics. To see if a hypothesis is accepted or rejected, among others, by considering the value of significance between contract, t-statistics, and pvalues. The rules of thumb used in the study were tstatistics >1.96 with a significance level of the p-value of 0.05 (5%) and a positive beta coefficient. The test value of this research hypothesis can be shown in Table 4, and the results of this research model can be described as seen in Figure 2.  This proves that price perception is proven to influence customer satisfaction positively. The

Conclusion
The conclusions in this study found that price perception has a positive and significant effect on consumer satisfaction, and the results of hypothetical tests have proved this. The product has a positive and significant effect on consumer buying interest and is proven by hypothesis tests using SmartPLS. Price perception has a positive and significant effect on buying interest that the hypothetical tests have proved. The product has a positive and significant effect on consumer satisfaction, as evidenced by the hypothesis test results.

References
Abidin Z, Triono LD. 2020. Fresh frozen fish  Journal of Economics and Business GROWTH.