The Role Of Product Innovation In Consumer Purchasing Decisions
DOI:
https://doi.org/10.55606/icesst.v1i1.351Keywords:
Product Innovation, Purchasing Decisions, Brand Image, Digital StrategyAbstract
The purpose of this study is to determine how product innovation, brand image, and digital strategy affect the purchasing decisions of Palu consumers regarding Indomilk milk. The employed research methodology is quantitative in nature, incorporating both primary and secondary sources of data. The study's population comprises Indomilk milk consumers residing in Palu, the exact number of whom has not been determined. Due to the unknown quantity of the population, the number of respondents for this survey was calculated using the Paul Leedy formula and came to 81. The data for this study was gathered through the distribution of a questionnaire to the sample of respondents. This study employed various data analysis techniques, including instrumental tests, tests for double linear regression, t tests, F tests, and determination coefficient tests. On the basis of this study's data analysis, it is possible to conclude that product innovation, brand image, and digital strategy significantly impact the purchasing decisions of Palu consumers regarding Indomilk.
References
Layoo, N., & Rahman, W. (2019). Pengaruh Orientasi Kewirausahaan Dengan Kinerja Usaha Mikro Kecil Di Kabupaten Banggai. Jurnal Ekonomi pendidikan dan kewirausahaan, 7(1), 29-44.
Rahman, W. (2018). Pengaruh Kualitas Layanan Dan Citra Institusi Terhadap Kepuasan Mahasiswa Di Fakultas Ekonomi Universitas Muhammadiyah Luwuk. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 1(2), 90-115.
Rahman, W., & Kader, M. (2019). Pengaruh Stres Kerja Dan Kompensasi Terhadap Kinerja Karyawan Pada PT. Telekomunikasi Indonesia (TELKOM) Kandatel Luwuk. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 2(1), 126-137.
Rahman, W., Nguyen, P. T., Rusliyadi, M., Laxmi Lydia, E., & Shankar, K. (2019). Network monitoring tools and techniques uses in the network traffic management system. International Journal of Recent Technology and Engineering, 8(2), 4182-8.
Aimang, H. A., & Rahman, W. (2019). Pengaruh Kepemimpinan Kepala Sekolah dan Iklim Organisasi terhadap Kepuasan Kerja Guru di SMP Negeri 1 Toili. Jurnal Akuntabilitas Manajemen Pendidikan, 7(2), 233-244.
Yusuf, M., Haryono, A., Hafid, H., Salim, N. A., & Efendi, M. (2022). Analysis Of Competence, Leadership Style, And Compensation In The Bandung City Pasar Bermartabat. Jurnal Darma Agung, 30(1), 524-2.
Yusuf, M., Sutrisno, S., Putri, P. A. N., Asir, M., & Cakranegara, P. A. (2024). Prospek Penggunaan E-Commerce Terhadap Profitabilitas Dan Kemudahan Pelayanan Konsumen: Literature Review. Jurnal Darma Agung, 30(3), 786-801.
Atmaja, D. S., Zaroni, A. N., & Yusuf, M. (2023). Actualization Of Performance Management Models For The Development Of Human Resources Quality, Economic Potential, And Financial Governance Policy In Indonesia Ministry Of Education. Multicultural Education, 9(01), 1-15.
Yusuf, M., & Matiin, N. (2022). ANALYSIS OF THE EFFECT OF THE MARKETING MIX ON PURCHASING DECISIONS. International Journal of Economics and Management Research, 1(3), 177-182.
Sutrisno, S., Herdiyanti, H., Asir, M., Yusuf, M., & Ardianto, R. (2022). Dampak Kompensasi, motivasi dan Kepuasan Kerja Terhadap Kinerja Karyawan di Perusahaan: Review Literature. Management Studies and Entrepreneurship Journal (MSEJ), 3(6), 3476-3482.
Tannady, H., Sjahruddin, H., Saleh, I., Renwarin, J. M., & Nuryana, A. (2022). Role of Product Innovation and Brand Image Toward Customer Interest and Its Implication on Electronic Products Purchase Decision. Widyakala Journal, 9(2), 93-98.
Rayi, G., & Aras, M. (2021). How product innovation and motivation drive purchase decision as consumer buying behavior. Journal of Distribution Science, 19(1), 49-60.
Hatta, I. H., Rachbini, W., & Parenrengi, S. (2018). Analysis of product innovation, product quality, promotion, and price, and purchase decisions. South East Asia Journal of Contemporary Business, 16(5), 183-189.
Haudi, H., Wijoyo, H., & Cahyono, Y. (2020). Effect of product innovation and marketing strategy on consumer purchase decisions in Indonesia’s lightweight roof steel industry. Journal of Critical Reviews, 7(13).
Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal, 2 (1), 472–481.
