Analysis of product innovation and brand image on company performance Online publication date: Wed, 18-Mar-2020
by Aspizain Caniago
International Journal of Business Innovation and Research (IJBIR), Vol. 21, No. 3, 2020
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.
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