Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk mengetahui pengaruh inovasi produk, citra merek, dan harga terhadap keputusan pembelian pakaian UNIQLO di Gandaria City, Jakarta Selatan. Populasi dalam penelitian ini adalah pengunjung yang melakukan pembelian UNIQLO di Gandaria City, Jakarta Selatan. Ukuran sampel diambil sebanyak 75 responden, dengan metode penelitian non-probability sampling yaitu purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner. Teknik analisis yang digunakan ialah metode analisis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa (1) inovasi produk berpengaruh signifikan terhadap keputusan pembelian, (2) citra merek berpengaruh signifikan terhadap keputusan pembelian, (3) harga berpengaruh signifikan terhadap keputusan pembelian.

Abstract

This research is a quantitative study that aims to determine the influence of product innovation, brand image, and price on purchase decision UNIQLO Clothing at Gandaria City, South Jakarta. The population in this study were consumers who doing purchase decision UNIQLO at Gandaria City, South Jakarta. The sample size was taken as many as 75 respondents, with non-probability sampling research method esepecially purposive sampling. Data collection is done trough the distribution of questionnaires. The data analysis technique used is Partial Least Square (PLS). The result of this study indicate that (1) product innovation has a significant influence on purchase decision, (2) brand image has a significant influence on purchase decision, (3) price has a significant influence on purchase decision.

Keywords: Product Innovation, Brand Image, Price, Purchase Decision