Pengaruh Kualitas produk, Inovasi dan Interaksi Pelanggan terhadap Brand Image
DOI:
https://doi.org/10.59086/jam.v2i2.328Keywords:
Kualitas Produk , Inovasi , Interaksi Pelanggan , Brand ImageAbstract
Brand image is very important in building an entity, to build a strong brand image, companies need to design a marketing strategy that focuses on consistency in brand communication, interaction with customers, and positive product experiences all play a role in forming and maintaining a good brand image. positive and reassuring. This study aims to analyze the influence of Product Quality, Innovation, and Customer Interaction on Brand Image. This research is a type of quantitative research with data sourced from questionnaires that were distributed to customers of the K-24 Pharmacy in Medan City. The sample in this study amounted to 100 people who were randomly selected. The data analysis technique used is multiple linear regression analysis. Based on the results of data analysis and discussion, it can be concluded that product quality has a significant effect on brand image. Product quality has a significant impact on brand image. Innovation has a significant effect on Brand Image. Innovation has a strong influence on the brand image because it can update consumer perceptions about the brand and differentiate the brand from its competitors. Customer interaction has a significant effect on the brand image because every time customers interact with a brand, they form a deeper perception of the brand.
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