Authors :
Nurfaiz Ekosetio; Syafrizal Chan
Volume/Issue :
Volume 8 - 2023, Issue 11 - November
Google Scholar :
https://tinyurl.com/2jr8suwv
Scribd :
https://tinyurl.com/2h92hbe5
DOI :
https://doi.org/10.5281/zenodo.10213307
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.
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.