Pengaruh Inovasi Produk, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Usaha Kerajinan Rotan (Studi Kasus Usaha Rotan Ibu Emi Di Kecamatan Rumbai)

Novita, Maya (2022) Pengaruh Inovasi Produk, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Usaha Kerajinan Rotan (Studi Kasus Usaha Rotan Ibu Emi Di Kecamatan Rumbai). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to identify the effect of product innovation, product quality and price on purchasing decisions in a rattan craft business (a case study of Ibu Emi's rattan business in Rumbai sub-district). The sample in this study amounted to 30 people using the sampling method using a saturated sample. The method of data analysis was descriptive and quantitative using multiple linear regression and compared using t test and uj f. The results of this study indicate that product innovation, product quality and price have a positive and significant influence on purchasing decisions for rattan handicraft businesses in Rumbai sub-district.

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