The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City

Bibliographic Data

ID22212888
AuthorsAde Yusuf (Universitas Pamulang, corresponding author)
Year2021
Volume4
Issue1
Pages472-481
Publication date2021-01-21
Open AccessYes
TypeARTICLE
VenueBudapest International Research and Critics Institute (BIRCI-Journal) Humanities and Social Sciences (JOURNAL)
Journal identifiersISSN: 2615-1715 • E-ISSN: 2615-3076
PublisherBudapest International Research and Critics Institute (PUBLISHER)
DOI10.33258/birci.v4i1.1629
OpenAlexW3124284820
LanguageEN
Citations received2

This study aims to determine the effect of product innovation and Brand Image on Consumer Purchase Decisions of OPPO Smartphone Products in South Tangerang City. The method used is explanatory research with analysis techniques using statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study that product innovation has a significant effect on purchasing decisions by 42.1%, hypothesis testing obtained t count> t table or (8.274> 1.986). Brand Image has a significant effect on Purchasing Decision by 37.4%, hypothesis testing is obtained t count> t table or (7.488> 1.986). Product innovation and brand image simultaneously have a significant effect on purchasing decisions with the regression equation Y = 10.355 + 0.411X1 + 0.340X2 and the contribution of the effect is 50.4%, the hypothesis test is obtained F count> F table or (47.521> 2.770)

Advertising · Brand Image · Business · Business administration · Data mining · Econometrics · Economics · Product innovation · Purchasing · Purchasing decision · Regression analysis · Statistical hypothesis testing · Statistics · Computer Science · Consumer Behavior and Marketing Influence · Employee Performance and Leadership · Mathematics · Technology Adoption and User Behaviour · Marketing

Tools

Open DOIOpen Access