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All Journal J-AKSI : JURNAL AKUNTANSI DAN SISTEM INFORMASI
Nining Kurniasih
Universitas Majalengka
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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PENGARUH INOVASI PRODUK DAN BRAND IMAGE TERHADAP MINAT BELI: (Studi Pada Konsumen Wild Original di Kota Majalengka) Deni Istiono; Nining Kurniasih
JURNAL AKUNTANSI DAN SISTEM INFORMASI Vol 3 No 1 (2022): Edisi Februari 2022
Publisher : Program Studi Akuntansi Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (527.851 KB) | DOI: 10.31949/j-aksi.v3i1.2138

Abstract

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.
Co-Authors DENI ISTIONO