Pengaruh Inovasi Produk, Kualitas Produk, dan Brand Awareness terhadap Keputusan Konsumen dalam Membeli Minuman Chatime di Summarecon Mall Bekasi

Yefta Berliana (Universitas Bhayangkara)
Dhian Tyas Untari (Universitas Bhayangkara)
Heni Rohaeni (Universitas Bhayangkara)

Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Vol. 5 No. 3 (2026): Agustus: Jurnal Penelitian Ekonomi Manajemen dan Bisnis

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.