The influence of product innovation and brand image on samsung smartphone purchase decision at bandung city
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Apr 30, 2023
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Abstract
The buying decision for consumers is the result of various considerations in deciding to buy a product from various options that include the purchase of smartphone on the various choices available. There is a tendency because the majority of consumers to choose the brand from product innovation, price, service, and brand image for researchers try to reveal the magnitude of the influence product innovation and brand image about the purchasing decision of Samsung Smartphone brand at Bandung city. The method used is quantitative data analysis with multiple linear regression. The results of research from 100 samples taken provided information that product innovation and brand image had a significant influence on purchasing decisions by 49,5%. The variable that must be prioritized to get more significant influence is product innovation. Meanwhile, the product innovation variable is partially proven to have a greater constant than the brand image variable.
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How to Cite
Tarmidi, D., & Mulyani, A. T. (2023). The influence of product innovation and brand image on samsung smartphone purchase decision at bandung city. Enrichment : Journal of Management, 13(1), 453-458. https://doi.org/10.35335/enrichment.v13i1.1287
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Dwivedi;et.al. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(June), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Fajerin, E. a. (2021). The Influence of Price, Product Quality, Brand Image on the Purchase Decision of Indomie Products in Surabaya. Journal of World, 3(6), 549–556. http://proceedings.worldconference.id/index.php/prd/article/view/402%0Ahttp://proceedings.worldconference.id/index.php/prd/article/download/402/204
Fatahillah, E. a. (2023). Pengaruh Strategi Diferensiasi Dan Iniovasi Produk Terhadap Keunggulan Bersaing Pada IKM Konveksi Di Kecamatan Caringin Kabupaten Sukabumi. Management Studies & Entrepreneurship Journal, 4(december 2022), 61–66.
Gao, F. (2019). The Static and Dynamic Review on Consumer Brand Knowledge. 94(Jahp), 44–47. https://doi.org/10.2991/jahp-19.2019.10
Hayati, E. a. (2021). Analysis of Competitive Strategy to Create Sustainable Competitive Advantages Seen from the Nine Factor Model and Bacos Treacy Model. Journal of Physics: Conference Series, 1764(1). https://doi.org/10.1088/1742-6596/1764/1/012053
Herman, E. a. (2023). The Effect of Prices and Promotions on Purchase Decisions at Shopee. International Journal of Economic Research, Business and Accounting (IJEBAR), 7(1), 23–30. https://ije3.esc-id.org/index.php/home/article/view/35
Jay Min, E. a. (2019). The efects of celebrity‑brand congruence and publicity on consumer attutudes and buying behavior. Fashion & Textiles, 6(10), 1–19.
Kotler&Armstrong. (2018). Principles of Marketing, Seventeenth Edition. In Pearson. Pearson Prentice Hall.
Kuncoro&Suriani. (2018). Achieving sustainable competitive advantage through product innovation and market driving. Asia Pacific Management Review, 23(3), 186–192. https://doi.org/10.1016/j.apmrv.2017.07.006
Kure&Muslim. (2023, January 9). Chinese Brands Dominate Indonesia ’ s Smartphone Market. 1–2.
Mahira&Suyanto. (2022). The Influence Of Brand Image Towards Purchase Decision Of Antis Hand Sanitizer. E-Proceeding of Management, 9(2), 630–638.
Mauldy&Saefurahman. (2020). The Effect of Retailing Mix on Purchasing Decisions. Indonesian College of Economics, 1–16.
Prasetyo, E. a. (2020). Keputusan Pembelian E-Commerce Shopee Ditinjau Dari Website Quality, Inovasi Produk, Dan Electronic Word of Mouth (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Islam Batik Surakarta). Jurnal Ilmiah Edunomika, 4(02), 886–893. https://doi.org/10.29040/jie.v4i02.1261
Rahman&Muktadir. (2021). SPSS: An Imperative Quantitative Data Analysis Tool for Social Science Research. International Journal of Research and Innovation in Social Science, 05(10), 300–302. https://doi.org/10.47772/ijriss.2021.51012
Reinartz&Wiegand. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350–366. https://doi.org/10.1016/j.ijresmar.2018.12.002
Sekaran&Bougie. (2020). Research Method for Business. Jhon Wiley & Sons.
Sigar, E. a. (2021). the Influence of Consumer Behavior and Digital Marketing on Purchase Decision At Grabfood in Manado. Jurnal EMBA: Jurnal …, 9(4), 53–64. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36133
Sugiyono. (2019). Metode Penelitian Kuantitatif_Kualitatif. Alfabeta.
Sujarweni. (2019). Metodologi Penelitian Bisnis dan Ekonomi. Pustaka Baru Press.
Sumarwan&Tjiptono. (2018). Strategi pemasaran dalam perspektif perilaku konsumen. In Strategi pemasaran dalam perspektif perilaku konsumen.
Zhao, E. a. (2021). Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology, 12(December), 1–11. https://doi.org/10.3389/fpsyg.2021.720151