Pengaruh Inovasi Produk Terhadap Minat Beli (Studi pada Starbucks Mobile Application)

Abstract

This research discusses the effect of product innovation towards purchase intention. Researcher will use exploratory research in advance to get insight and understanding about the research problem, and then the result from exploratory research will be used as inputs for conclusive research. This research applied quantitative approach and the sample for this research is 60 respondents. Multiple regression analysis has been used to process the data. The result of this research shows that from the three dimensions of product innovation, all three of them directly and positively affect purchase intention. Among those dimensions, behaviour change has the strongest link to affect purchase intention. Even though innovation attribute and adoption risk are not as strong as behaviour change, they still directly and positively affect purchase intention. This indicates that customers will be interested in using Starbucks Mobile Application if Starbucks offered a much more thorough feature in order to attract some behaviour change.