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This document analyzes how product innovation, quality, promotion, and price affect purchasing decisions. It summarizes previous research that has found inconsistent relationships between these variables. The study aims to understand consumer perceptions of these factors and their effect on purchasing decisions for Sangkuriang Lapis Bogor products in Bogor, Indonesia. 150 consumers were surveyed using a questionnaire. Data was analyzed using SEM and Lisrel programs. The results showed consumers had high per

Author

Ayu Nabilah Larasati

Language

EN