Abstract
The purpose of this study was to determine the effect of augmented reality digital innovation product on decisions by intervening brand image. The samples taken were 100 Soegijapranata Semarang Unika students class of 2021. The analysis technique used was path analysis. The results of the study show: 1) there is a positive effect of augmented reality digital innovation product on brand image, 2) there is a positive effect of augmented reality product innovation on decisions, 3) there is a positive effect of brand image on decisions, 4) augmented reality digital innovation product has an effect on decisions with brand image as intervening variable.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
