Role of Product Innovation and Brand Image Toward Customer Interest and Its Implication on Electronic Products Purchase Decision

Hendy Tannady, Herman Sjahruddin, Idris Saleh, Joseph M.J Renwarin, Arief Nuryana


 PT. TJA is one of the importer companies that has a variety of electronic products and is a supplier and distributor of cleaning service tools and various cleaning tools. This study aims to analyze the effect of product innovation and brand image on customer interest which has an impact on purchase decisions for PT TJA's products. Sources of data used for research are secondary data and primary data. The research data was obtained by distributing questionnaires to respondents and through literature review. The independent variables are product innovation and brand image, the mediating variable is customer interest and the dependent variable is purchase decisions. The method of analysis in this study uses linear regression analysis with SPSS 22. Total respondents in this study is 140 folks, all respondents had made purchases and used products which were sold by PT TJA. The results of this study indicates that all variables have an effect on purchase decision.


product innovation, brand image, customer interest, purchase decision, electronic products

Full Text:



Aaker, D.A. (1996). Building Strong Brands. New York: The Free Press.

Ajagbe, A.M., Long, C.S., Solomon, O. (2014). The impact of sales promotion and product branding on company performance: A case study of AIICO insurance Nigerian PLC. Social and Behavioral Sciences, 129, 164-171.

Ajagbe, A.M., Ogbari, E.I.M., Oke, A.O., & Isiavwe, D. (2015). Review of global marketing environment and entrepreneurship development. International Journal of Commerce and Law, 2(2), 1-14.

Ajagbe, A.M., Oluyinka, S., Long, C.S. (2011). The relationship between strategic planning and the effectiveness of marketing operations. International Journal of Innovation, Management and Technology, 2(5), 390-396.

Atilgan, E., Aksoy, S., Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence and Planning, 23(3), 237-248.

Bigne, J.E., Sanchez, M.I., Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22, 607-616.

Bristow, D.N., Schneider, K.C., Schuler, K.D. (2002). The brand dependence scale: Measuring consumers’ use of brand name to differentiate among product alternatives. Journal of Product and Brand Management, 11(6), 343-356.

Bucklin, R.E., Gupta, S., Siddarth, S. (1998). Determining segmentation in sales response across consumer purchase behaviors. Journal of Marketing Research, 35, 189-198.

Clemons, E.K. (2008). How information changes consumer behaviour and how consumer behaviour determines corporate strategy. Journal Management Information Systems, 25(2), 13-40.

Ganesh, J., Mark, J.A., Kristy, E.R. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64, 65-87.

Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis. 7th Edition, Pearson, New York.

Macdonald, E.K., Sharp, M.B. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5-15.

Oh, H. (2003). Price fairness and its asymmetric effects on overall price, quality, and value judgments: The case of an upscale hotel. Tourism Management, 24, 241-249.

Sanchez, J., Callarisa, L.L.J., Rodrıguez, R.M., Moliner, A.M. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(4), 394-409.

Wei, R. (2012). Analysis of co-branding impacts on parent brands equity: Based on case study of Godiva and Slim-Fast. MSc. Dissertation Submitted to the School of Management, University of Bath, United Kingdom.

Yasin, N.M., Noor, M.N., Mohamad, O. (2007). Does image of countryof-origin matter to brand equity ? Journal of Product and Brand Management, 16(1), 38-48.



  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Redaksi Jurnal Widyakala
Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LP2M)
Universitas Pembangunan Jaya
Jalan Cendrawasih Raya Blok B7/P, Sawah Baru, Ciputat, 15413
Telp : 021-7455555 ext 1311