The Role of Product Differentiation and Word of Mouth on Purchase Decision of Creative Industrial Products
Susetyo Darmanto
Primary Author
Hikmah
Primary Author
Andalan Tri Ratnawati
Primary Author
mixed material
bibliography
2021
en
English
Advances in Social Science, Education and Humanities Research, volume 641 5th FIRST T3 2021 International Conference (FIRST-T3 2021)
This study aims to analyse the effect of word of mouth and product differentiation on purchasing decisions for creative industry handicraft products at the waste bank in Semarang City. The research population is a waste bank in Semarang City that produces and sells handicraft products. The sampling technique used purposive sampling, obtained as many as 33 respondents. This study used multiple linear regression analysis with SPSS tools. The results showed that word of mouth and product differentiation had a positive and significant effect on purchasing decisions
for creative industry handicraft products. Local governments and the public are expected to pay more attention to and help promote and develop creative industries produced by waste banks.
NONE
Digilib FEB UNTAG Semarang Digital Library of Economics and Business Faculty UNTAG Semarang
Full Text (PDF)
239
2022-04-28 18:16:36
2022-04-28 18:16:36
machine generated