PENULIS

Dr. Hendri Sembiring, MBA

TANGGAL

30 November 2023

ABSTRAK

Abstract—Uis Karo is Indonesian traditional woven cloth that comes from the Karo Region of North Sumatera. The purpose of this  research  is  to  determine  and  analyze  the  effect  of  product innovation, product quality and city image on buying decision of Uis  Karo  at  Tourism  Object  of  Berastagi  of  North  Sumatera. Data collection in this research was conducted through a survey approach  with  quantitative  descriptive  research  type  by distributing questionnaires to 95 people. Data collection was done by  interviews,  questionnaires  and  documentation  studies.  The method  of  data  analysis  used  is  multiple  linear  regression  using SPSS  software.  The  results  showed  that  simultaneously  product innovation,  product  quality  and  the  image  of  the  city  have positive  and  significant  influence  on  the  buying  decision  of  Uis Karo.  Partially  each,  product  innovation,  product  quality  and city  image  have  a  positive  and  significant  effect  on  purchasing decision of Uis Karo. 

FILE YANG DAPAT DIUNDUH