The Effect of Product Innovation on Repurchase Intentions Mediated by Consumer Satisfaction of Oppo Smartphone Users

Elsa H.M Manuhutu,Elok Damayanti,Ani Wulandari,Arasy Alimudin

doi:10.29138/je.v21i2.146

Abstract

This study aims to determine the effect of product innovation on repurchase intentions mediated by consumer satisfaction on Oppo smartphone users at NAROTAMA University, UBAYA and UKWMS. This study was conducted in the city of Surabaya using path analysis data analysis techniques. The sample size obtained by using the purposive sampling method was 99 respondents. Based on the results of the analysis, it was found that product innovation has a positive and significant effect on consumer satisfaction for Oppo smartphones. Product innovation has a positive and significant effect on the repurchase intention of Oppo smartphone consumers. Consumer satisfaction has a positive and significant effect on the repurchase intention of Oppo smartphone consumers. Consumer satisfaction mediates the positive effect of product innovation on the repurchase intention of Oppo smartphone consumers. The advice recommended by the Oppo smartphone company is to provide the latest innovations for Oppo smartphone products so that users can comfortably use their products and an evaluation is held for each of the latest products or variants, to be able to see the user's needs.

Highlights

Smartphone is a communication tool that is owned by almost all people of the world from, because the advantages of smartphones have become the needs of today's society
It is obtained that the significance of 0.000 is smaller than 0.05 so that it can be concluded that product innovation has a direct effect on repurchase intention
Based on research on product innovation carriers on repurchase intention mediated by consumer satisfaction of Oppo smartphone users, the researcher makes several conclusions to answer the problem formulation and hypotheses that have been stated previously

Summary

Introduction

Smartphone is a communication tool that is owned by almost all people of the world from, because the advantages of smartphones have become the needs of today's society. The increasing smartphone market is inseparable from competition for this reason, smartphone companies are required to make the right marketing strategy in marketing their products. One of the strategies implemented is product innovation. Product innovation is the process of creating a new product or system that brings interest to the company and social success to consumers and society or the environment (Philip Kotler & Koller, 2006). Innovation product produces new products that play an important role in increasing company profitability. That product innovation is a process that plays a strategic role in reducing costs in the expenditure of goods or services (Fandy Tjiptono, 2019). It can be concluded that product innovation is an important strategy for companies to produce innovative products that adapt to changing times and can provide satisfaction to consumers. Product innovation is a process carried out to improve product quality and display advantages that are not owned by competing products

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Conclusion