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All Journal Journal of Applied Management and Business (JAMB)
Siti Mujanah
Universitas 17 Agustus 1945 (UNTAG)
Humanities Computer Science & IT Economics, Econometrics & Finance Social Sciences Other

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The Effect of Customer Delight, Brand Image, and Product Innovation on The Purchase Decision of The Erigo Brand in The City of Surabaya Siti Mujanah; Rafif Satriatama
Journal of Applied Management and Business Vol. 3 No. 2 (2022): Vol.3 No.2, December 2022
Publisher : Universitas Dinamika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37802/jamb.v3i2.280

Abstract

This study aims to determine the effect of customer satisfaction, Brand image, and Product innovation on consumer Purchasing of Erigo brand products in Surabaya. This type of research is quantitative research. The population is all customers of the Erigo brand in Surabaya. The number of samples taken is 100 respondents who are taken incidentally. The sampling technique used is the prior probability sampling technique; this technique is randomization or coincidence. The data collection method used is a survey with a questionnaire instrument that is using a questionnaire. The result of this study shows that customer delight; in the brand image has a significant effect on purchasing decisions but not on product innovation which is not significant for purchasing decisions for the Erigo brand in the city of Surabaya. Meanwhile, simultaneously, Customer delight, brand image, and product innovation influence purchasing decisions for the Erigo brand in Surabaya.
Co-Authors Rafif Satriatama