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Inovasi Produk dan Citra Merek: Penggerak Keputusan Pembelian pada Sentra Olahan Salak Kunara

Year: 2025

Type: article

Abstract: Salak Kunara Processing Center, a food industry in Jombang, focuses on salak processing. The rapid growth of the food and beverage industry demands product innovation and a strong brand image to compete and attract consumers. This study aims to find out how product innovation and brand image affect consumer purchase decisions at the Salak Kunara Processing Center in Kedungrejo Village, Jombang. This study used a quantitative method with a questionnaire distributed to 110 respondents. The data was analyzed with linear regression to test the hypothesis and measure how much influence these variables have. The results show that product innovation and brand image both have a positive and significant effect on purchasing decisions. This shows that sustainable product innovation and a strong brand image are essential to improve the competitiveness of local food products.

Source: JoEMS (Journal of Education and Management Studies)

DOI: 10.32764/joems.v8i1.1462

Authors: Yayang Inggrit Putri Aprilia, Wisnu Mahendri

Institution: Universitas KH. A. Wahab Hasbullah

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Zero hunger, Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4412042633

FWCI:

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