PENGARUH EKUITAS MEREK DAN INOVASI TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA

Abstract

This research determined the effect of brand equity and innovation on the consumers’ purchasing decisions of Tokopedia for students at the STIESIA Surabaya who belonged to the 2022 morning class. The research was quantitative. Furthermore, the data collection technique used a non-probability sampling i.e., a sample member collection technique with a determination of the respondents who fulfilled the criteria. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 100 respondents as the sample. Additionally, the data analysis technique used SPSS (Statistical Product and Service Solution) with IBM SPSS Statistic 29.0 software as a supporting instrument. The result showed that brand equity had affected the consumers’ purchasing decisions of Tokopedia for students at the STIESIA Surabaya. Likewise, innovation affected the consumers’ purchasing decisions of Tokopedia for students at the STIESIA Surabaya. In addition, both brand equity and innovation affected simultaneously the consumers’ purchasing decisions of Tokopedia for students at the STIESIA Surabaya.