PENGARUH PRODUCT INNOVATION DAN BRAND IMAGE TERHADAP PURCHASE INTENTION (STUDI PADA KONSUMEN PRODUK SCARLETT WHITENING)
DOI:
https://doi.org/10.26740/jim.v10n1.p233-243Kata Kunci:
Brand Image, Kosmetik, Product Innovation, Purchase Intention, SkincareAbstrak
One of the industrial sectors that are currently growing rapidly in Indonesia is the skincare industry. Brand competition and skincare product innovation are the attention of consumers in an effort to buy skincare products. The purpose of this study was to determine the effect of product innovation and brand image on the purchase intention of Scarlett Whitening products. This type of research uses quantitative methods. The population in this study were respondents who knew about the Scarlett Whitening product with a total sample of 120 respondents, using a non-probability sampling technique and the method used was judgmental sampling which was distributed using an online questionnaire. Data analysis used multiple linear regression methods with the help of the SPSS version 26 program. The results showed that product innovation and brand image had a positive and significant effect on the purchase intention of Scarlett Whitening products. The theoretical implication of this research is that product innovation and brand image affect buying interest with a very strong (positive) and proportional relationship. Meanwhile, the implications of research on the cosmetic and skincare industry are expected to be a reference in business management by optimizing the development of product variations and brand utilization.
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