The Effect of Product Innovation on Samsung Smartphone Product Purchase Decisions Through Brand Equity as Intervening Variables in the Tokopedia Marketplace

Suleman, Dede and Zuniarti, Ida and Marwansyah, Sofyan and Kuspriyono, Taat and Riftiasari, Dinar and Rusiyati, Sri and Suharyadi, Dedi and Ariawan, Joko The Effect of Product Innovation on Samsung Smartphone Product Purchase Decisions Through Brand Equity as Intervening Variables in the Tokopedia Marketplace. Journal of Industrial Engineering & Management Research, 4 (5). pp. 188-203. ISSN 2722-8878

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Abstract

Buying choices are contemplations that exist inside a person to work out something to look for through an interaction of thought with different accessible choices. There are many components that impact buying choices where each buyer needs an item which will address all issues. In this manner, inside the choice to search for Cell phone items, shoppers likewise need items that have total innovation that follows the days, so makers are needed to in any case improve on their items. This investigation utilizes a quantitative methodology and SEM PLS examination strategy utilizing the Keen PLS 3 investigation instrument. during this examination, purposive inspecting method was utilized. The populace during this examination were all Samsung cell phone shoppers who made buys through the Tokopedia commercial center during 2020. on account of the wide populace inclusion, the populace during this investigation isn't known definitely, so during this examination the creators utilized a limitless populace, in the wake of figuring the example during this examination. This examination is 100 respondents. The consequences of this examination demonstrate that there's a positive and critical impact of item development variable on brand value, there's no impact of item advancement variable on buying choices, there's a positive and huge impact of brand name value on buying choices and there's a positive and huge impact of item development on buy choices through brand value.

Item Type:	Artikel
Uncontrolled Keywords:	Product Innovation, Brand Equity, Purchase Decisions
Subjects:	A General Works > AI Indexes (General)
Divisions:	Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User:	Admin Repository
Date Deposited:	14 Feb 2023 07:36
Last Modified:	14 Feb 2023 07:36
URI:	http://eprints.upj.ac.id/id/eprint/4420

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