Pengaruh Inovasi Produk Terhadap Minat Beli (Studi pada Starbucks Mobile Application)
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Date
2017-06-02
Authors
Damayanti, Villa Kartika
Journal Title
Journal ISSN
Volume Title
Publisher
Politeknik Negeri Batam
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.
Description
Keywords
Manajemen Bisnis, Administrasi Bisnis, Manajemen dan Ilmu yang Berkaitan, Product Innovation, Mobile Application