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All Journal Indonesian Journal of Business Analytics (IJBA)
Ainul Yaqin
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of Brand Image, Product Innovation, and Word of Mouth on Purchasing Decisions Tekiro in Surabaya Ainul Yaqin; Nuruni Ika Kusuma Wardani; Reiga Ritomea Ariescy
Indonesian Journal of Business Analytics Vol. 3 No. 5 (2023): October 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i5.5393

Abstract

This study aims to determine the effect of brand image, product innovation, and word of mouth on purchasing decisions of Tekiro in Surabaya. This study uses a quantitative method, namely by using 98 people as a research sample. The respondents were taken using a non-probability sampling method with a purposive sampling technique. The data collection method was carried out through the distribution of conventional questionnaires and was measured using a Likert scale. The analysis used is Partial Least Square (PLS). The results of this study indicate that brand image and word of mouth variables have a significant influence on purchasing decisions, but product innovation variables do not significantly influence purchasing decisions for Tekiro in Surabaya.
Co-Authors Dewi Puspa Arum Febbyana Intan Gresya Nuruni Ika Kusuma Wardani Rania Alifia Imawan Reiga Ritomea Ariescy Sekar Ayu Rarasati Shofihatul Maula