The Influence of Brand Image and Product Innovation on Le Minerale Purchase Decisions in Surakarta

Abstract

The accelerated escalation of competition within the bottled water sector necessitates that enterprises adopt efficacious marketing methodologies. This involves reinforcing brand perception and consistently enhancing product inventiveness to shape consumer acquisition tendencies. This present investigation scrutinizes the ramifications of brand image and product innovation on the purchasing choices of consumers concerning Le Minerale offerings in Surakarta City, Indonesia. The research employed a quantitative methodology characterized by an associative research design. Purposive sampling yielded 96 respondents who had previously purchased Le Minerale goods. Primary data were collected via surveys and analysed using multiple linear regression using IBM SPSS Statistics 27. Brand image positively impacts purchasing decisions (p < 0.001), but product innovation has no significant impact (p = 0.138). Furthermore, the simultaneous test shows that both brand image and product innovation have a significant impact on purchasing decisions (p < 0.001). The adjusted coefficient of determination (Adjusted R²) of 0.386 indicates that the two independent variables account for 38.6% of the variation in purchase decisions, while the remaining 61.4% is due to factors beyond the scope of this study. These findings demonstrate that a strong brand image is more significant than product innovation in persuading people to buy Le Minerale products. As a result, bottled water firms are pushed to prioritise brand image development while ensuring that product developments meet customer wants and market expectations.