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Pengaruh Brand Image, Inovasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Warung Makan Ayam Nyungsep Kecamatan Dau Kabupaten Malang

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Brand Image, Inovasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Warung Makan Ayam Nyungsep Kecamatan Dau Kabupaten Malang
 
Creator Bahri, Mat
Hidayati, Nur
Pardiman, Pardiman
 
Description AbstractPurchasing decisions will affect the sustainability of a business. This study aims to examine the extent of the influence of brand image, product innovation and product quality on purchasing decisions at Nyunsep chicken stalls, Dau district.  The sampling in this study were the customers of Ayam Nyungsep Dau Malang who had met the criteria as respondents, which were determined by the researcher, namely, having eaten or bought at least 3 times. From the results of this study, the following results were obtained: (1) Brand Image style, product innovation, and product quality simultaneously influence purchasing decisions. (2) Brand Image has partial effect on Purchase Decision. (3) product innovation has a partial effect on purchasing decisions. (4) Product quality has a partial effect on purchasing decisions..Keywords: Brand Image, Product Innovation,Product Quality, Buying Decision
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2021-08-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/12525
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 10 No. 01 Agustus 2021
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/12525/9713
 
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