The Influence Of Product Innovation And Brand Image On Purchasing Decisions On Koala Iced Tea Drinks, Talasalapang Branch, Makassar City

Firda Nurhidayah; Moh. Aris Pasigai; Sherry Adelia

doi:10.55227/ijerfa.v3i1.227

Authors

Firda Nurhidayah Management Study Programme, Faculty of Economics and Business, Universitas Muhammadiyah Makassar, Indonesia
Moh. Aris Pasigai Management Study Programme, Faculty of Economics and Business, Universitas Muhammadiyah Makassar, Indonesia
Sherry Adelia Management Study Programme, Faculty of Economics and Business, Universitas Muhammadiyah Makassar, Indonesia

DOI:

https://doi.org/10.55227/ijerfa.v3i1.227

Keywords:

Product Innovation, Brand Image, Purchase Decision

Abstract

This study aims to analyze the effect of product innovation and brand image on purchasing decisions for koala ice tea drinks, Talasalapang branch, Makassar City. The sample in this study amounted to 55 people. The type of research used is quantitative with a descriptive approach. Based on the results of this study, it shows that the t test results obtained on the product innovation variable (X1) on purchasing decisions (Y) obtained t count 1.925> t table 0.260 with a significance level of 0.060 which means H1 is accepted, while for the brand image variable (X2) on purchasing decisions (Y) obtained t count 3.151> t table 0.260 with a significance level of 0.003 which means H2 is accepted. Based on the results of the research conducted, it can be known and proven that the variables of purchasing decisions and brand image have a significant influence on purchasing decisions for koala ice drinks at the Talasalapang branch in Makassar City.

References

A Tjiptono, F. (2010). Strategi Pemasaran. Edisi Ketujuh. Yogyakarta : Andi

Alisa, A., Tumbel, A. L., & Djemly, W. (2021). Pengaruh Kualitas Produk, Inovasi Produk Dan Citra Merek Terhadap Keputusan Pembelian Mobil Nissan Grand Livina Pada Pt. Wahana Wirawan Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(1).

Amin, A. M., & Johansen, J. (2022). Pengaruh Citra Merek Dan Inovasi Produk Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Kopi Kapal Api Di Kota Pekanbaru. INVEST: Jurnal Inovasi Bisnis Dan Akuntansi, 3(1), 89-107. Belas, Erlangga, Jakarta

Fadhila, S., Lie, D., Wijaya, A., & Halim, F. (2020). Pengaruh Sikap Konsumen Dan persepsi Konsumen Terhadap Keputusan Pembelian Pada Mini Market Mawar Balimbingan. SULTANIST: Jurnal Manajemen Dan Keuangan, 8(1), 53–60.

Ferrinadewi Erna, Merek Dan Psikologi Konsumen (Implikasi Pada Strategi Pemasaran), Penerbit Grahailmu.Yogjakarta, 2008.

Hurley & Hult. (1998). Innovation, Market Orientational, Learning: An Integration And Empirical Examination. Journal Of Marketing Florida University. Http://Dx.Doi.Org/10.2307/1251742Alice Tambuwun, J. (2021). Pengaruh Kedisiplinan Kerja terhadap Kinerja Karyawan PT. Hasjrat Abadi Manado. Productivity, 2(3), 224-227.

Sugiyono. (2010). Metode Penelitian Kualitatif dan Kuantitatif R & D. Bandung: Alfabeta.