PENGARUH INOVASI PRODUK DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT. UNILEVER INDONESIA

Authors

  • Purwanti Purwanti Universitas Pamulang
  • Sarwani Sarwani Universitas Pamulang
  • Denok Sunarsi Universitas Pamulang

DOI:

https://doi.org/10.32493/Inovasi.v7i1.p24-31.5442

Abstract

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh Inovasi Produk dan Brand Awareness terhadap Keputusan Pembelian pada PT. Unilever Indonesia. Metode yang digunakan adalah explanatory research dengan sampel sebanyak 96 responden. Teknik analisis menggunakan analisis statistik dengan pengujian regresi, korelasi, determinasi dan uji hipotesis. Hasil penelitian ini Inovasi Produk berpengaruh signifikan terhadap Keputusan Pembelian sebesar 41,5%, uji hipotesis diperoleh signifikansi 0,000 < 0,05. Brand Awareness  berpengaruh signifikan terhadap Keputusan Pembelian sebesar 43,5%, uji  hipotesis diperoleh signifikansi 0,000 < 0,05. Inovasi Produk dan Brand Awareness  secara simultan berpengaruh signifikan terhadap Keputusan Pembelian sebesar 52,8%, uji hipotesis diperoleh signifikansi 0,000 < 0,05.

 

     Kata Kunci: Inovasi Produk, Brand Awareness , Keputusan Pembelian.

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Published

2020-06-06

How to Cite

Purwanti, P., Sarwani, S., & Sunarsi, D. (2020). PENGARUH INOVASI PRODUK DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT. UNILEVER INDONESIA. INOVASI, 7(1), 24–31. https://doi.org/10.32493/Inovasi.v7i1.p24-31.5442

Issue

Vol. 7 No. 1 (2020): Inovasi: Jurnal Ilmiah Ilmu Manajemen

Section

Articles

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