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All Journal Heuristic Syntax Literate: Jurnal Ilmiah Indonesia RJABM (Research Journal of Accounting and Business Management) Journal of Maternal and Child Health Global Health Management Journal Jurnal Ners JURNAL SeMaRaK Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Tunas Medika Jurnal Kedokteran & Kesehatan JURNAL ABDIMAS TRIDHARMA MANAJEMEN Abdi Jurnal Publikasi Ibnu Sina: Jurnal Kedokteran dan Kesehatan - Fakultas Kedokteran Universitas Islam Sumatera Utara Indonesian Journal of Advanced Research (IJAR) Jurnal Ilmiah Ekonomi dan Manajemen International Journal Multidisciplinary Science Jurnal Pengabdian kepada Masyarakat : Kreasi Mahasiswa Manajemen Nusantara Journal Of Management Business (NUMABI) Amanah Mengabdi
Yusuf, Ade
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Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City Yusuf, Ade
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 1 (2021): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i1.1629

Abstract

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).
Co-Authors Aan Purnama Amirudin Amirudin Ariyanto, Aris Basyir, Pahmi Budiman Saputra Daniel Happy Putra Eni Suhaeni Farida, Syarifah Ida Fatma, Nur Fadilah Febriawan, Naufal Rafi' Hamdani, Alex Busro Hasanudin Hasanudin Ivantan Ivantan, Ivantan Jaffar Sidik, Adjuardi Kadarusman, Yuyus Liawati ., Liawati Liawati, Liawati Munandar, Yoga Adam Nasywa, Naela Hidayatun Nelsi, Mitri Noviani, Isti Nurhendriyana, Herry Nurmawan, Yanuar Ari Ponda, Henri Purnama, Aan Putri, Aldila Rahma Rahmanagara, Azra Dwi Putri Rizki Maulana, Rizki Sembiring, Rinawati Surjono, Deni Wirhana Udin, Amir Wahidin, M. Duddy Satrianugraha widowati widowati Wijayanti, Kiki Dwi Yayat Rahmat Hidayat, Yayat Rahmat