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All Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Yefta Berliana
Universitas Bhayangkara
Decision Sciences, Operations Research & Management Social Sciences

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Pengaruh Inovasi Produk, Kualitas Produk, dan Brand Awareness terhadap Keputusan Konsumen dalam Membeli Minuman Chatime di Summarecon Mall Bekasi Yefta Berliana; Dhian Tyas Untari; Heni Rohaeni
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 5 No. 3 (2026): Agustus: Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v5i3.6644

Abstract

This study aims to determine and analyze the influence of product innovation, product quality, and brand awareness on consumer decisions in purchasing Chatime drinks at Summarecon Mall Bekasi. This study uses a quantitative research design with a non-probability sampling method, specifically utilizing a purposive sampling technique to select relevant participants. Data were gathered from a total of 119 respondents as the primary research sample, with data collected through the distribution of structured questionnaires directly to consumers who have previously purchased and consumed Chatime drinks at Summarecon Mall Bekasi. The empirical results of the study indicate that: (1) product innovation has a positive and significant effect on consumer purchasing decisions, (2) product quality has a positive and significant effect on consumer purchasing decisions, (3) brand awareness has a positive and significant effect on consumer purchasing decisions, and (4) product innovation, product quality, and brand awareness simultaneously exert a positive and significant effect on consumer purchasing decisions for Chatime drinks at Summarecon Mall Bekasi.
Co-Authors Dhian Tyas Untari Heni Rohaeni