The Influence of Product Innovation and Price on Purchase Decisions on Elegant Guitar with Customer Satisfaction as an Intervening Variable

Fahri Lesmana, Endang Sulistya Rini, Fadli Fadli

Abstract


Abstract: This study aims to analyze the influence of product innovation and price on purchase decisions, with customer satisfaction as a mediating variable among consumers of Toko Elegant Gitar. The research employs a quantitative approach using primary data collected through questionnaires, utilizing a Likert scale. The sample consists of 85 respondents who are consumers of Toko Elegant Gitar. Data processing was conducted using SmartPLS version 4. The results indicate that price has a positive and significant direct effect on both customer satisfaction and purchase decision, while product innovation has a negative and insignificant effect on both customer satisfaction and purchase decision. Customer satisfaction has a positive and significant effect on purchase decision. Indirectly, price has a positive effect on purchase decision through customer satisfaction. However, product innovation does not have a significant effect on purchase decision, either directly or indirectly through customer satisfaction.


Keywords


Product Innovation, Price, Purchase Decisions, Customer Satisfaction.

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References


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