3 years ago

Analysis of product innovation and brand image on company performance

Alfred Osta, Bassem Maamari

by Aspizain Caniago
International Journal of Business Innovation and Research (IJBIR), Vol. 21, No. 3, 2020

This research was conducted on service companies in Jakarta, aimed to analyse the effect of product innovation and brand image on company performance. This research was quantitative with a survey method in which the data were collected using questionnaires. With a total of 108 questionnaires distributed, only 102 questionnaires were feasible to be analysed. The data analysis was done using a descriptive statistical analysis method intended to determine the frequency distribution of respondents' answers resulted from the questionnaires. The statistical analysis applied structural equation model (SEM). The results of Hypothesis 1 showed that product innovation had a direct effect on company performance, indicating that a better value of product innovation will increase the value of company performance. Similarly, the results of Hypothesis 2 revealed that brand image had a direct effect on company performance, meaning that a good brand image will also increase the value of company performance.

Online publication date: Wed, 11-Mar-2020

Publisher URL: http://www.inderscience.com/link.php

DOI: 10.1504/IJBIR.2020.105927

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