Pengaruh Inovasi Konsumen terhadap Niat Beli Produk Baru Melalui Proses Pembelajaran dan Nilai Manfaat yang di moderasi dengan harga

Currently, consumers tend to want a product based on a trend that is currently being discussed. Most people buy a product without knowing the uses or specifications in it. On average they only rely on what products have just come out or have just been produced. Even though there is now a COVID-19 pandemic, they don't seem to care about it. This may be due to factors that do not want to lower their socio-economic status, so that prices are not too significant a problem. The purpose of this study is to determine whether consumer innovativeness can affect the learning process, perceived value, and new product purchase intentions, as well as the role of price moderation on purchase intentions of new products. This research was conducted from May to June 2021 with 260 with new product purchase intentions on smartphones in the Greater Jakarta area. We used the structural equation model (SEM) analysis method to test this research model. The results obtained indicate that consumer innovativeness has a positive effect on the learning process and new product purchase intentions. Consumer innovativeness does not have a positive effect on perceived value. Furthermore, the learning process has a positive effect on perceived value, but does not have a positive effect on new product purchase intentions. Perceived value affects new product purchase intentions. The learning process and perceived value cannot partially mediate the relationship between consumer innovativeness and new product purchase intention. The perceived value can not directly mediate the relationship between the learning process and new product purchase intentions and also price can moderate the relationship between consumer innovativeness and purchase intentions of new products.