The influence of product quality, prices, and promotions on buyer decisions in the Small and Medium industry handicrafts of Tanjungpinang City

Abstract

Purpose: The purpose of this research is to Analyse the impact of promotions, pricing, and product quality on consumer choices in Tanjungpinang City's small and medium-sized handicraft industry. The goal of the study is to comprehend how these variables influence consumers' decision-making processes and, in turn, influence the purchases that they make.
 Research methodology: The study used a mixed methods research approach with structural equation modeling and partial least squares data analysis.
 Results: Results show that product variables have a significant influence on purchase decisions, price variables have a very significant influence, and variable promotion has no significant influence.
 Limitations: Acknowledging the evolving nature of legal landscapes, this study recognizes the temporal constraints that may impact the generalizability of its findings. Additionally, variations in legal interpretations across regions may influence the outcomes.
 Contribution: This research contributes a nuanced exploration of the legal dimensions surrounding spousal consent in land transfers from jointly owned property, specifically within the context of unregistered marriages. The insights provided serve as a foundation for legal practitioners, policymakers, and scholars grappling with similar issues.
 Implementation: The quality of service also has a major impact on buying decisions, and the quality of the product, which is mediated by the quality of the service, has a major impact on purchasing decisions. The quality of service also acts as a mediator in the price of a product; however, promotion is not greatly affected by service quality.