Jurnal Bisnis dan Manajemen
Vol 8, No 1 (2021): Jurnal Bisnis dan Manajemen Volume 8 Nomor 1 Tahun 2021

Pentingnya Inovasi Produk dan Desain Produk Terhadap Keputusan Pembelian Berulang Pada Brand Iphone di Indonesia

Sofi Kurnia Sari (Universitas Singaperbangsa Karawang)
Anggia Novanda Isrofani (Universitas Singaperbangsa Karawang)
Citra Pratiwi (Universitas Singaperbangsa Karawang)
Reminta Lumban Batu (Universitas Singaperbangsa Karawang)

Article Info

Publish Date
31 May 2021


This research aims to explain the effect of the product innovation variables and product design partially on the repeated purchase decisions of an iPhone smartphone. This study uses 3 variables; namely product innovation (X1), product design (X2), and repeat purchase decisions (Y). Data collection was obtained by distributing questionnaires to the iPhone user community in Indonesia. The sample used in this study amounted to 100 respondents. Analysis of the data used is descriptive analysis, verification, normality test, and regression analysis. The sampling technique of this study was Stratified Random Sampling using the Slovin formula. The type of data used in this study is primary data and secondary data. The results of this study prove that Product Innovation and Product Design have a positive and significant effect on Repeated Purchasing Decisions.

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Journal Info





Decision Sciences, Operations Research & Management Social Sciences


Jurnal Bisnis dan Manajemen covers the areas of financial management science, human resource management, marketing management, and strategic management It also covers the field of ...