Pengaruh Inovasi Produk Dan Citra Merek terhadap Minat Pelanggan yang Berdampak pada Keputusan Pembelian Produk Studi Kasus PT. Tridaya Jaya Agung

Abstract

PT. TRIDAYA JAYA AGUNG is an export and import company that has a variety of electronic products and is a supplier and distributor of cleaning service tools and various cleaning tools in the world. This study aims to analyze the effect of product innovation and brand image on customer interest which has an impact on product purchase decisions at PT TRIDAYA JAYA AGUNG. Sources of data used for research are secondary data and primary data. The research data was obtained by distributing questionnaires to respondents and through literature review. The analytical method in this study uses linear regression analysis in the SPSS 22 application. The results obtained through quantitative data processing are 140 respondents who have purchased and used PT TRIDAYA JAYA AGUNG's products. It can be seen that the results of this study indicate that all variables affect the purchasing decisions of PT TRIDAYA JAYA AGUNG's products