Publication Date: 2023/11/28
Abstract: The research was conducted to analyze whether brand image has a simultaneous or partial influence as an intervening variable in the influence of innovation and price perception on consumer purchasing decisions for Idemu products with sales area restrictions in West Jakarta. The research applies quantitative methods and probability sampling. Researchers distributed questionnaires to 190 respondents who were customers who had previously purchased Idemu products. Data was collected and processed using the PLS method using SmartPLS software. The research results show that brand image has a partial influence as an intervening variable from the price perception variable on the purchasing decision variable, meanwhile brand image does not have a mediating influence from the innovation variable on the purchasing decision variable. The price perception variable has a significant influence on the brand image variable, but not so on the innovation variable. The innovation variable and price perception each have a significant influence on the purchasing decision variable. The impact of the results of this research can be applied to companies to create policies in terms of strategies focused on developing brand image to achieve company goals, that’s achieving sales targets.
Keywords: Brand Image, Innovation, Price Perception, Purchase Decision.
DOI: https://doi.org/10.5281/zenodo.10213307
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23NOV612.pdf
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