PENGARUH BRAND REPUTATION DAN INOVASI PRODUK TERHADAP MINAT BELI PADA PIZZA HUT RAMAYANA PEMATANGSIANTAR
Abstract
The purpose of this research is to determine: 1. To find out the description of the brand reputation, product innovation, and buying interest at Pizza Hut Ramayana Pematangsiantar. 2. To determine the effect of brand reputation, product innovation, and buying interest at Pizza Hut Ramayana Pematangsiantar, either simultaneously or partially. The research was conducted using a library research design and field research. The population and sample in this study were consumers of Pizza Hut Ramayana Pematangsiantar, totaling 30 people. The type of data used is qualitative data and quantitative data. The data source uses primary data and secondary data. The collecting of data was carried out by means of questionnaires, interviews and documentation. The data analysis technique used is normality test, qualitative descriptive analysis and quantitative description analysis. The results of this study can be concluded as follows: 1. Brand reputation, product innovation and buying interest is good. 2. There is a positive influence between the brand reputation, product innovation and buying interest. 3. There is a high correlation and positive relationship between the brand reputation, innovation product and buying interest whether or not buying interest can be explained by brand reputation, product innovation both simultaneously and partially. 4. Hypothesis Ho is rejected, meaning that brand reputation, product innovation have a positive and significant effect on buying interest at Pizza Hut Ramayana Pematangsiantar.
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