Pengaruh Brand Image, Kualitas Produk dan Inovasi Produk terhadap Keputusan Pembelian Produk Eiger di Purwokerto

Abstrak

The rapid growth of outdoor activities in Indonesia has increased the demand for outdoor equipment while intensifying competition among outdoor apparel manufacturers. Although Eiger is one of the most recognized outdoor brands, previous studies have reported inconsistent findings regarding the influence of brand image, product quality, and product innovation on purchase decisions. Therefore, this study aims to examine the effects of brand image, product quality, and product innovation on the purchase decisions of Eiger products in Purwokerto. This study employed a quantitative research approach using non-probability sampling with a purposive sampling technique involving 231 respondents who had previously purchased Eiger products. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling. The findings reveal that brand image, product quality, and product innovation all have positive and significant effects on purchase decisions. Among these variables, product quality exerts the strongest influence, followed by brand image and product innovation. Furthermore, the three independent variables explain 72.0% of the variance in purchase decisions. The novelty of this study lies in the simultaneous examination of brand image, product quality, and product innovation in the context of Eiger consumers in Purwokerto as an extension of previous research. These findings provide practical insights for Eiger in strengthening product quality, enhancing brand image, and developing product innovation to improve consumers' purchase decisions