ENDORSEMENT VS SALES PROMOTION STRATEGIES: HOW IT IMPACTS PERCEIVED QUALITY, PERCEIVED OF PRODUCT RISK AND SELF-BRAND CONNECTION OF MSMES IN WEST JAVA
Micro, Small and Medium Enterprises (MSMEs) is one aspect that plays a major role in economic growth in Indonesia. In the last ten years, the growth of MSME units per year in Indonesia increased by 4.2 percent per year and the average contribution of MSMEs to Indonesia’s GDP over the past 3 year mor...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57484 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |