Kredibel: Jurnal Ilmiah Manajemen
Vol. 2 No. 2 (2024): Vol. 2, No. 2, April 2024

Pengaruh Harga, Inovasi Produk Dan Citra Merek Terhadap Keputusan Pembelian Pada Distro Wildtime Kota Mataram

Fandi Maulana (Sekolah Tinggi Ilmu Ekonomi AMM)
I Made Murjana (Sekolah Tinggi Ilmu Ekonomi AMM)
Surahman Hidayat (Sekolah Tinggi Ilmu Ekonomi AMM)

Article Info

Publish Date
23 Apr 2024

Abstract

This study explores the influence of price, product innovation, and brand image on purchasing decisions in Wild Time Distro, Mataram. The results show that individually, price (0.248), product innovation (0.155), and brand image (0.386) have a positive and significant impact on purchasing decisions. Simultaneously, all three variables have a significant impact with a total magnitude of 108.505. Consequently, it is recommended that Wild Time enhances product innovation, strengthens brand image, and sets attractive prices to improve purchasing decisions. This study supports previous findings and suggests that future research consider additional variables such as product quality, location, promotion, and quality control in a broader context.

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Journal Info
Kredibel: Jurnal Ilmiah Manajemen
Website

Abbrev

kredibel

Publisher

Sekolah Tinggi Ilmu Ekonomi AMM

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

This journal is a peer-reviewed journal dedicated to the publication of quality research results in the field of ...