Analysis of product innovation and brand image on company performance

Aspizain Caniago

International Journal of Business Innovation and Research, 2020, vol. 21, issue 3, 409-427

Abstract: 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.

Keywords: product innovation; brand image; company performance. (search for similar items in EconPapers)
Date: 2020
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