The Effect of Perceived Congruence Innovation on Purchase Decision
DOI:
https://doi.org/10.59247/bim.v1i2.157Keywords:
Perceived Congruence Innovation, Product, Innovation, Purchase Decision, Self congruityAbstract
Every company wants the level of product sales to increase every year. Various ways are done with the aim of increasing consumer buying decisions. One effective way that can be done by the company is product innovation. Product innovation is the process of applying ideas and technology to produce new products that can provide greater benefits to the company. The more intense the competition in the sale of a product, the company is also required to be more creative. One of the breakthroughs that companies can make is perceived congruence innovation. Perceived congruence innovation is a product innovation based on consumer self-image. The purpose of this study is to determine the effect of perceived congruence innovation on purchase decisions. The sample of this research is 120 consumptive actors who buy goods online or offline. This explanatory quantitative research with data collection using a questionnaire and analysis techniques using SPSS. The results showed that Perceived Congruence Innovation (PCI) had a significant positive effect on Purchase Decision (PD).
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