Open AccessThe Effect of Product Innovation on Repurchase Intentions Mediated by Consumer Satisfaction of Oppo Smartphone Users
Author(s) -
Elsa H.M Manuhutu,
Arasy Alimudin,
Ani Wulandari,
Elok Damayanti
Publication year - 2021
Publication title -
jurnal ekonomi
Language(s) - English
Resource type - Journals
eISSN - 2685-3264
pISSN - 1412-0879
DOI - 10.29138/je.v21i2.146
Subject(s) - product (mathematics) , business , advertising , path analysis (statistics) , marketing , nonprobability sampling , product innovation , population , computer science , sociology , geometry , mathematics , demography , machine learning
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.