Utomo, Fahri Arifianto KEPUTUSANiPEMBELIAN DITINJAU DARI KREATIFITASiIKLAN, INOVASI PRODUK, DANiBRAND IMAGE ( STUDI PADA PENGGUNA SMARTPHONEiVIVO KOTA SURAKARTA). KEPUTUSANiPEMBELIAN DITINJAU DARI KREATIFITASiIKLAN, INOVASI PRODUK, DANiBRAND IMAGE ( STUDI PADA PENGGUNA SMARTPHONEiVIVO KOTA SURAKARTA). (Submitted)
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Abstract
The purposeiof this study was toidetermine advertisingicreativity, product innovation, and brandiimage on the PurchaseiDecisioniof Vivo SmartphoneiUsers in SurakartanCity. This type of research is descriptiveiquantitative. This researchiwas conducted in the cityiof Surakarta. The size of this populationiis unknown. The samples takeniin this study were 140i respondents. Sampling usingipurposive samplingitechnique. The methodiof analysis usedimultiple lineariregression. Theiresults of thisistudy state that the resultsiof the Fitest show thatiadvertising creativity, product innovation, and brand image simultaneouslynhave a significantneffect on Purchase Decisionsnfor Vivo Smartphone Users in Surakarta City. Thenresults of the tntest showithat advertising creativitynpartially has a positiveiand significantieffect on Purchase Decisions for Vivo Smartphone Users in Surakarta City. Product innovation variables partially have a positiveiand significantieffect on Purchase Decisionsnfor Vivo Smartphone Users in Surakarta City. Brandnimage variables partiallyihave a positiveiand significantieffect. on Purchase Decisionion Vivo Smartphone Users in Surakarta City. advertisingicreativity, product innovation, and a goodnbrand image cannimprove Purchase Decisions for Vivo SmartphonenUsers in Surakarta City.
| 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 UIBS |
| Date Deposited: | 13 Dec 2022 09:47 |
| Last Modified: | 13 Dec 2022 09:47 |
| URI: | https://repository.uniba.ac.id/id/eprint/553 |
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