PENGARUH INOVASI PRODUK, BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK TOSHIBA DI KABUPATEN TANGERANG

Abstrak

This study examines the influence of Product Innovation, Brand Image and Electronic Word Of Mouth on Toshiba Product Purchase Decisions in Tangerang Regency. The background of the problem includes a decrease in sales or purchasing decisions due to the weakening of the electronic device market and other factors. The purpose of this study is to analyze the relationship per variable both individually and simultaneously with the variables Product Innovation (X1), Brand Image (X2) and Electronic Word Of Mouth (X3) on Purchase Decisions (Y). The type of research is quantitative in which researchers use primary data with data collection techniques through questionnaires. The research population is Toshiba Product Consumers in Tangerang Regency. Sampling uses probability sampling with simple random sampling technique, with a sample size of 113 respondents. The data analysis method uses Partial Least Square (PLS) using SmartPLS 3.0 software. The results of the study show: (1) Product Innovation has a significant effect on purchasing decisions t-statistic = 3.705; p-value = 0.000; (2) Brand Image on Purchase Decisions t-statistic = 3.140; p-value = 0.002; (3) E-WOM on Purchasing Decisions t-statistic = 1.601; p-value = 0.110; (4) and simultaneously f-count 25.775 > f-table 2.668. The conclusion states that Product Innovation and Brand Image are dominant factors in increasing Purchasing Decisions, while E-WOM is not significant, but simultaneously has a significant effect. Keywords : Product Innovation, Brand Image, Electronic Word Of Mouth, Toshiba Products, SEM-PLS, Tangerang Regency.

Penelitian ini mengkaji pengaruh Inovasi Produk, Brand Image dan Electronic Word Of Mouth Terhadap keputusan Pembelian Produk Thosiba di Kabupaten Tangerang. Latar belakang masalah meliputi penurunan penjualanatau keputusan pembelian akibat melemahnya pasar perangkat elektronik dan faktor lainnya. Tujuan Penelitian ini adalah menganalisis hubungan pervariabel secara versial dan simultan dengan variabel Inovasi Produk (X1), Brand Image (X2) dan Electronic Word Of Mouth (X3) Terhadap keputusan Pembelian (Y). Jenis penelitian adalah kuantitatif yang mana peneliti menggunakan data primer dengan teknik pengumpulan data melalui kuesioner. Populasi penelitian adalah Konsumen Produk Toshiba di Kabupaten Tangerang. Pengambilan sampel menggunakan probability sampling dengan teknik simple random sampling, dengan jumlah sampel sebanyak 113 responden. Metode analisis data menggunakan Partial Least Square (PLS) dengan menggunakan software SmartPLS 3.0. Hasil peneliatian menunjukkan : (1) Inovasi Produk berpegaruh singnifikan terhadap keputusan pembelian t-statisti = 3.705; p-value = 0.000; (2) Brand Image terhadap Keputusan Pembelian t-statisti = 3.140; p-value = 0.002; (3) E-WOM terhadap Keputusan Pembelian t-statisti = 1.601; p-value = 0.110; (4) dan secara simultan f-hitung 25.775 > f-tabel 2.668. Simpulan menyatakan bahwa Inovasi Produk dan Brand Image merupakan faktor dominan dalam meningkatkan Keputusan Pembelian, sementara E-WOM tidak signifikan, akan tetapi secara simultan berpengaruh signifikan.