Product Innovation and Brand Image on Yamaha Motorcycle Purchasing Decisions

Bakhtiar Tijjang

Abstract


The purpose of this research was to empirically determine the effects of product innovation and brand image on purchasing decisions. The kind of this research was quantitative. There was 160 respondents who taken freely to participate in this study by filling out a questionnaire. Theoretically, a framework was needed to show the relationship between independent and dependent variables. The data was tested thoroughly with SPSS. Data analysis used in this research was validity, reliability, partial, and simultaneous tests. The results of the research showed that Product Innovation and Brand Image owned positive effect both partially and simultaneously on purchasing decisions. The implications of the research was 160 respondents representing the population. It was known from the results of research that product innovation and brand image variables had a significant influence on purchasing decisions. In addition, product innovation was the most important factor in purchasing decisions for Yamaha motorbikes in Makassar.


Keywords


Product innovation, brand image, purchase decision.

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.298

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