THE EFFECT OF BRAND IMAGE AND PRODUCT INNOVATION ON PURCHASE DECISIONS

Abdul Hakim; Mutia Arda

Abdul Hakim Universitas Muhammadiyah Sumatera Utara
Mutia Arda Universitas Muhammadiyah Sumatera Utara

Abstract

The purpose of this study is to find out and analyze the influence of brand image on purchasing satisfaction, to find out and analyze the effect of product innovation on purchase satisfaction and to find out and analyze the influence of brand image and product innovation on purchase decision of ltd sport helmet (study on UMSU students). The approach used in this study is an associative approach. The population in this study was all UMSU students while the sample that met the criteria for drawing observations was 100 people using the Accidental Sampling technique. The data collection technique in this study used the questionnaire technique. The data analysis technique in this study uses classical assumption test, multiple regression, t test and F test, and coefficient of determination. The data processing in this study used the SPSS software program version 16.00. It is partially known that the brand image has a positive and significant influence on the purchase of sport helmets. It is partially known that product innovation has a significant positive influenceon the purchasing ofhelm ltd sport. Simultaneously it is known that brand image and product innovation together have a significant influence on thedecision to purchase a sports ltd helmet.

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