Purpose: This study aims to analyze the impact of promotions, pricing, and product quality on consumer choices in Tanjungpinang City's small and medium-sized handicraft industry. It seeks to understand how these factors influence consumer decision-making and subsequent purchases. Research Methodology: The research employed a quantitative approach with a census sampling technique, involving 145 respondents of Tanjungpinang City’s handicraft consumers. Data were collected using questionnaires and analyzed with Structural Equation Modeling (SEM) using SmartPLS version 4, focusing on product, price, promotion, service quality, and purchase decisions. Results: The findings revealed the significance of these relationships: competence Findings reveal that product quality significantly and positively influences purchase decisions, while price shows a very significant positive effect. Conversely, promotion has no significant effect on consumer decision-making. Service quality also acts as a mediator, strengthening the relationship between product and price with purchasing decisions. Conclusions: Price and product quality are key determinants of consumer purchasing behavior in Tanjungpinang’s handicraft sector, whereas promotions play a marginal role. Service quality emerges as a crucial mediating factor that enhances the influence of product and price on consumer decisions. Limitations: udy is limited by the use of a single industry and location, relatively small samples, and reliance on survey data without qualitative triangulation, which may restrict the generalizability of findings. Contribution: The research contributes to understanding consumer behavior in the handicraft SME sector by highlighting the mediating role of service quality. It provides practical insights for entrepreneurs to prioritize product quality and pricing strategies, while using promotions more effectively to strengthen market competitiveness.

Purpose: This study examines the impact of innovation, discipline, and training on the performance of Tanjungpinang City members of the Regional National Crafts Council (Dekranasda). The research aims to identify how these factors interact and contribute to improving member performance through motivation as an intervening variable. Research Methodology: A quantitative descriptive design was employed using survey data from 130 Dekranasda members. Data collection was conducted through questionnaires, and the analysis utilized Structural Equation Modeling with Partial Least Squares (SEM-PLS) and path analysis to evaluate direct and indirect effects of training, discipline, and innovation on motivation and performance. Results: The results indicate that workload had no significant direct influence The findings reveal that training has a significant effect on motivation, discipline, and performance. Discipline and innovation also significantly affect motivation and performance. Moreover, motivation itself strongly influences performance, mediating the effects of training, discipline, and innovation. The model achieved an adjusted R² of 0.984, indicating that 98.4% of performance can be explained by these factors combined with motivation. Conclusions: Training, discipline, and innovation play crucial roles in enhancing performance among Dekranasda members, with motivation acting as a central mediator. Limitations: The study is limited by its sample size, reliance on self-reported data, and focus on a single organizational context, which restricts generalizability. Contribution: This research provides empirical evidence on the interrelationships among training, discipline, innovation, and motivation in a regional crafts council context. The insights offer practical guidance for policymakers and practitioners in strengthening member performance through targeted training, effective discipline, and fostering innovation.