Pengaruh Inovasi Produk dan Brand Image Terhadap Purchase Intention
Repository Politeknik Negeri Batam
Date
2017-08-01
Authors
Susiani, Susiani
Journal Title
Journal ISSN
Volume Title
Publisher
Politeknik Negeri Batam
Abstract
The purpose of this research is to analyze the impact of innovation product and
brand image on purchase intention. The population in this study is the users
smartphone Iphone in Batam. The data used in this study are primary data
obtained from questionnaires. The research sample that smartphone Iphone
users in Politeknik Negeri Batam as much as 97 respondents. sampling criteria
using purposive sampling where the sampling is based on a certain criteria. Data
processing techniques using program software SPSS20. These results indicate
that product innovation is a positive relationship towards purchase intention and
there is a positive relationship between brand image of purchase intention.
Description
Keywords
Manajemen Bisnis, Akuntansi Manajerial, Manajemen dan Ilmu yang Berkaitan, Ilmu Ekonomi, Brand Image, Innovation Product, Purchase Intention