Putri, Rifda Kania Fadhila (2023) PENGARUH BRAND IMAGE DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Brand Iphone di Kota Semarang). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik.

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Abstract

The Influence of Brand Image and Product Innovation on
Purchasing Decision
(Study on Iphone Brand Consumers in Semarang City)
ABSTRACT
Competition in the business field is getting fiercer. It is characterized by the development of technology and promotional media. With the development of technology and promotional media, many business people develop marketing strategy methods that have a positive impact on consumers about the value of a product and the perception of the product itself. Based on existing data, it can be seen that iPhone sales in Semarang City have decreased significantly starting in 2021, which decreased by 0.1%. So there are several possible causes of the decline which
are caused by factors such as product brand image and product innovation. This type of research is explanatory research with purposive sampling techniques. Data collection was carried out by distributing questionnaires at the Semarang City Iphone Official Outlet. The sample in this study amounted to 100 respondents of Iphone Brand Consumers in Semarang City who made purchasing decisions and had used iPhone products. Data is processed using SPSS for windows version 16.0 which is used for validity tests, reliability tests, correlation coefficient tests, determination
coefficient tests, simple and multiple linear regression analysis, and signification tests (t test and F test). The results of this study show that brand image and product innovation have a significant positive effect on purchasing decisions both partially and simultaneously. The partial calculation of brand image has the greatest influence on purchasing decisions, which is 40.85%. Meanwhile, product innovation affects purchasing decisions by 27.35%. Furthermore, simultaneously brand image and product innovation have an influence on purchasing decisions by 44.76%. From the results of the research that has been done, it is recommended to the Iphone to do some evaluation of how the Iphone brand image and evaluate the innovation of Iphone products.
Keywords: Brand Image, Product Innovation, and Purchasing Decision

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