PENGARUH INOVASI PRODUK DAN BRAND IMAGE TERHADAP MINAT BELI
(Studi Pada Konsumen Wild Original di Kota Majalengka)
DOI:
https://doi.org/10.31949/j-aksi.v3i1.2138Abstrak
This study aims to determine how the influence of Product Innovation and Brand Image on Buying Interest in Wild Original in Majalengka City. This research is a survey research research using descriptive and verification approaches.
The population in this study were Wild Original consumers in Majalengka City with a total sample of 100 respondents. The sampling technique used was Nonprobability Sampling. The data collection technique in this study was a questionnaire using a Likert scale. Data analysis using classical assumption test, multiple regression analysis, coefficient of determination, model feasibility test and partial hypothesis testing.
The results showed that Product Innovation was in a good category and Brand Image was in a good category. Hypothesis test results show partially that Product Innovation has a positive and significant effect on Purchase Intention. Brand Image has a positive and significant effect on Purchase Interest.