ENDORSEMENT VS SALES PROMOTION STRATEGIES: HOW IT IMPACTS PERCEIVED QUALITY, PERCEIVED OF PRODUCT RISK AND SELF-BRAND CONNECTION OF SMES IN WEST JAVA

• Main Author: Zun Nur'ain Mauligita, Syahnaz
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57033
• Institution: Institut Teknologi Bandung

Small and Medium Enterprises (SMEs) is one aspect that plays a major role in economic growth in Indonesia. In the last ten years, the growth of SME units per year in Indonesia increased by 4.2 percent per year and the average contribution of SMEs to This condition shows that SME activities are ab...