Pengaruh Inovasi Produk dan Citra Merek Terhadap Keputusan Pembelian Baso Aci Akang Cabang Kota Bambu Jakarta Barat

This study discusses the Effect of Product Innovation and Brand Image on Purchasing Decisions of Baso Aci Akang, Kota Bambu Branch, West Jakarta. The purpose of this study was to determine how much influence the product innovation and brand image have on purchasing decision Baso Aci Akang.
This research was conducted at Baso Aci Akang Outlet, Kota Bambu branch, West Jakarta. The time of the study was conducted from February to July 2020. This research used the library method and the field method. The results showed a significant influence of product innovation variables on purchasing decisions because, from the results of the T test where t arithmetic > t table (2,319
> 1,99167), and there was a significant effect of brand image variables on purchasing decisions, where t arithmetic > t table (2,323 > 1,99167). It can be concluded that there is a significant influence between product innovation variables on purchasing decisions from the results of the coefficient of determination (KD) test, the magnitude of the influence of product innovation on purchasing decisions is 6.6%, and the magnitude of the influence of brand image on purchasing decisions has the same influence as product innovation, which is 6.6%.
Keywords: Product Innovation, Brand Image and Purchasing Decisions