Title: Analysis of product innovation and brand image on company performance

Authors: Aspizain Caniago

Addresses: Polytechnic LP3I Jakarta, Central Building Kramat, Jalan Kramat Raya No. 7-9, Senen Central Jakarta, Indonesia

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.

DOI: 10.1504/IJBIR.2020.105927

International Journal of Business Innovation and Research, 2020 Vol.21 No.3, pp.409 - 427

Received: 05 Jun 2018
Accepted: 10 Sep 2018
Published online: 18 Mar 2020 *

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