Pengaruh Inovasi Produk dan Brand Image Terhadap Purchase Intention
| dc.contributor.advisor | Hidayat, Hajan | |
| dc.contributor.author | Susiani, Susiani | |
| dc.date.accessioned | 2022-12-26T09:46:49Z | |
| dc.date.available | 2022-12-26T09:46:49Z | |
| dc.date.issued | 2017-08-01 | |
| dc.description.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. | en_US |
| dc.description.abstrak | Penelitian ini bertujuan untuk menguji pengaruh inovasi produk dan brand image terhadap purchase intention. Populasi pada penelitian ini adalah pengguna smartphone Iphone di Batam. Data yang digunakan di penelitian ini adalah data primer yang diperoleh dari kuesioner. Sampel penelitian yaitu pengguna smartphone Iphone di Politeknik Negeri Batam sebanyak 97 responden. Kriteria pengambilan sampel yaitu menggunakan teknik purposive sampling dimana pengambilan sampel berdasarkan suatu kriteria tertentu. Teknik pengolahan data menggunakan program software SPSS 20. Hasil penelitian ini menunjukkan bahwa inovasi produk berpengaruh positif terhadap purchase intention dan brand image berpengaruh positif terhadap purchase intention. | en_US |
| dc.identifier.uri | https://repository.polibatam.ac.id/xmlui/handle/123456789/437 | |
| dc.language.iso | id | en_US |
| dc.publisher | Politeknik Negeri Batam | en_US |
| dc.subject | Manajemen Bisnis | en_US |
| dc.subject | Akuntansi Manajerial | en_US |
| dc.subject | Manajemen dan Ilmu yang Berkaitan | en_US |
| dc.subject | Ilmu Ekonomi | en_US |
| dc.subject | Brand Image | en_US |
| dc.subject | Innovation Product | en_US |
| dc.subject | Purchase Intention | en_US |
| dc.title | Pengaruh Inovasi Produk dan Brand Image Terhadap Purchase Intention | en_US |
| dc.type | Thesis | en_US |