Meningkatkan Keputusan Pembelian Melalui Inovasi Produk, Kualitas Produk dan Citra Merek di Mixue Yogyakarta

Reslaj : Religion Education Social Laa Roiba Journal Pub Date : 2023-09-05 DOI:10.47467/reslaj.v6i3.4846

A. Setiawan, M. Fadhilah, Lusia Tria Hatmanti Hutami

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Abstract

The purpose of this study is to determine the influence of product innovation, product quality, and brand image on purchasing decisions. This research is quantitative by taking 108 samples on Mixue consumers in Yogyakarta City. Sampling is carried out by non-probability methods and sampling techniques, namely purposive sampling. Data collection is carried out through sending questionnaire links sent online to respondents. Data analysis by using IBM SPSS applications. The results of this study showed that the product innovation variable (X1) did not have a significant positive effect on purchasing decisions (Y) with a value of 0.105. Then the product quality variable (X2) has a significant positive effect on purchasing decisions (Y) with a value of 0.000. The product innovation variable (X1) has a significant positive effect on brand image (Z) with a value of 0.001. Furthermore, the product quality variable (X2) has a significant positive effect on brand image (Z) with a value of 0.000. And the brand image variable (Z) has a significant positive effect on purchasing decisions (Y) with a value of 0.002. In addition, the results of the study also show that brand image can act as an intervening variable of the influence of product innovation and product quality on the purchasing decisions of Mixue consumers in Yogyakarta City. Keywords: Product Innovation; Product Quality; Brand Image; Purchasing Decision

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通过产品创新、产品质量和品牌形象改善日惹 Mixue 的采购决策

本研究旨在确定产品创新、产品质量和品牌形象对购买决策的影响。本研究通过在日惹市的 Mixue 消费者中抽取 108 个样本进行定量研究。抽样采用非概率方法和抽样技术，即目的性抽样。数据收集通过向受访者发送在线问卷链接进行。使用 IBM SPSS 应用程序进行数据分析。研究结果表明，产品创新变量（X1）对购买决策（Y）没有显著的正向影响，影响值为 0.105。产品质量变量（X2）对购买决策（Y）有显著的正向影响，影响值为 0.000。产品创新变量（X1）对品牌形象（Z）有显著的正向影响，影响值为 0.001。此外，产品质量变量（X2）对品牌形象（Z）有显著的正向影响，影响值为 0.000。品牌形象变量（Z）对购买决策（Y）有显著的正向影响，影响值为 0.002。此外，研究结果还表明，品牌形象可以作为产品创新和产品质量对日惹市 Mixue 消费者购买决策影响的干预变量。关键词产品创新；产品质量；品牌形象；购买决策

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Reslaj : Religion Education Social Laa Roiba Journal

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