The Impact Of Product Innovation And Brand Trust On Purchasing Interest And Its Effect On Purchasing Decisions: Empirical Study at Es Teh Indonesia

Abdillah, Fatimah and Sulistiono, Sulistiono and Mashadi, Mashadi and Soedargo, Bayu Prasetyo (2024) The Impact Of Product Innovation And Brand Trust On Purchasing Interest And Its Effect On Purchasing Decisions: Empirical Study at Es Teh Indonesia. International Journal of Progressice Sciences and Technologies, 45 (2). pp. 508-515. ISSN 2509-0119

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Abstract

This electronic document is a “live” template and already defines the components of your paper [title, text, heads, etc.] in its style sheet.This study discusses the effect of product innovation, brand trust on purchase intention and its impact on purchasing decisions in the case study of Indonesian iced tea. The purpose of this research itself is (1) to determine the effect of Product Innovation on Purchasing Decisions. (2) To determine the effect of Brand Trust on Purchasing Decisions. (3) To determine the effect of Purchase Interest on Purchasing Decisions. (4) To determine the effect of Product Innovation on Purchase Decisions through Purchase Interest. (5) To determine the effect of Brand Trust on Purchase Decisions through Purchase Intention. The data collection method in this study used a questionnaire with a total of 385 consumers in Indonesian iced tea. To analyze the data, use an analysis model with SEM-PLS or Structural Equation Modeling - Partial Least Square. Meanwhile, to process data using an analysis test tool, namely SmartPLS 3.3.3. The results of this study indicate that partially product innovation has a significant effect on purchasing decisions with a significant value of 0.000 <0.05. Partially, brand trust has a significant effect on purchasing decisions with a significant value of 0.000 <0.05. Partially, purchasing interest has a significant effect on purchasing decisions with a significant value of 0.000 <0.05. Partially product innovation has a significant effect on purchasing decisions through purchase intention with a significant value of 0.000 <0.05. And partially brand trust has a significant effect on purchasing decisions through purchase intention with a significant value of 0.000 <0.05. Keywords—product innovation; brand trust; purchase intention; purchase decision

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Admin Repository
Date Deposited:	13 Aug 2024 01:49
Last Modified:	13 Aug 2024 01:49
URI:	http://repository.ibik.ac.id/id/eprint/1821

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