Abstract:This study examined the effect of physical differentiation, word of mouth, and price on purchase decisions of traditional Acehnese cakes in MSMEs in the Batuphat market. This study used primary data obtained by distributing questionnaires to 12 respondents selected using the purposive sampling method. The data analysis methods used were the multiple linear regression and simple linear regression methods with the help of SPSS. The results of the study partially showed that physicaldifferentiation had a signific… Show more
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