Pengaruh Inovasi Produk dan Brand Awereness terhadap Keputusan Pembelian pada Usaha Multinasional (Study Kasus PT. Sepatu Bata Tbk)
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Page Numbers:
758-768
Digital Object Identifier:
10.58578/arzusin.v3i6.1980
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Authors:
Ni Luh Indah Andari1, I Dewa Nyoman Usadha2, I Nyoman Suparta3 
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Authors retain copyright and grant the journal right of first publication.
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Abstract
This research was conducted at PT Shoe Bata Tbk, Denpasar branch, namely Bata Cokro 87 Denpasar. The aim of this research is to find out whether product innovation and brand awareness partially and simultaneously influence purchasing decisions in multinational businesses using the case study of PT Shoe Bata Tbk, Denpasar branch. This research used 45 samples using the quota sampling method. Data analysis in this research is qualitative using the multiple linear regression method. research shows that (1) Product Innovation has a positive and significant effect on purchasing decisions as evidenced by the calculated t value > t table (3.524 > 2.018); 2) Brand Awareness has a positive and significant effect on purchasing decisions, as evidenced by the calculated t value > t table (6.049 > 2.018) 3) Product Innovation and Brand Awareness simultaneously influence purchasing decisions, as evidenced by the calculated F value of 46.913 >???? table 3,2199. The determinant coefficient obtained was 0.691 or 691%.
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.