Pengaruh Inovasi Produk Dan Brand Image Terhadap Purchase Intention

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.