Tasia, Darma (2022) Pengaruh Kualitas Produk Dan Promosi Berbasis Kearifan Lokal Terhadap Keputusan Pembelian Pada Toko Kue Bangkit Kembang Melati Pekanbaru. Masters thesis, Universitas Islam Riau.
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Abstract
This research was conducted at one of the Small and Medium Enterprises (UKM) in Pekanbaru City, namely the Bangkit Kembang Melati Cake Product, Pekanbaru. This rising cake is one of the local wisdom products of Riau specialties, which aims to increase customers, maintain and develop quality Riau specialties through promotions. With the increasing development of the times, the competition is getting tougher among business people. The purpose of this study was to analyze the effect of product quality and promotion based on local wisdom on purchasing decisions at Bangkit Kembang Melati Cake Shop Pekanbaru. This study looks at 4 variables, namely product quality, promotion, local wisdom and purchasing decisions and 17 indicators. The type of research that the author uses is descriptive survey research and quantitative research methods using Smart PLS version 3 software.
| Item Type: | Thesis (Masters) | |||||||||
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| Uncontrolled Keywords: | Product Quality, Promotion, Local Wisdom, Purchase Decision | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | > Ilmu Administrasi S.2 | |||||||||
| Depositing User: | Mohamad Habib Junaidi | |||||||||
| Date Deposited: | 13 Sep 2022 09:59 | |||||||||
| Last Modified: | 13 Sep 2022 09:59 | |||||||||
| URI: | http://repository.uir.ac.id/id/eprint/15048 |
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