PENGARUH INOVASI PRODUK DAN BRAND IMAGE TERHADAP MINAT BELI: (Studi Pada Konsumen Wild Original di Kota Majalengka)

Deni Istiono (Universitas Majalengka)
Nining Kurniasih (Universitas Majalengka)

J-AKSI : JURNAL AKUNTANSI DAN SISTEM INFORMASI
Vol 3 No 1 (2022): Edisi Februari 2022

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.