Indonesian Journal of Business Analytics (IJBA)
Vol. 3 No. 5 (2023): October 2023

Analysis of Brand Image, Product Innovation, and Word of Mouth on Purchasing Decisions Tekiro in Surabaya

Ainul Yaqin (Universitas Pembangunan Nasional “Veteran” Jawa Timur)
Nuruni Ika Kusuma Wardani (Universitas Pembangunan Nasional “Veteran” Jawa Timur)
Reiga Ritomea Ariescy (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
15 Oct 2023

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.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...