Pengaruh Inovasi Produk terhadap Keputusan Pembelian Ulang melalui Citra Merek: Studi pada Smartphone  Samsung di Kota Makassar

Gia Revalina; Nurul Fadilah Aswar; Rahmat Riwayat Abadi; Muhammad  Ichwan Musa; Isma Azis Riu

doi:10.61132/manuhara.v4i3.2601

Authors

Gia Revalina Universitas Negeri Makassar
Nurul Fadilah Aswar Universitas Negeri Makassar
Rahmat Riwayat Abadi Universitas Negeri Makassar
Muhammad Ichwan Musa Universitas Negeri Makassar
Isma Azis Riu Universitas Negeri Makassar

DOI:

https://doi.org/10.61132/manuhara.v4i3.2601

Keywords:

Brand Image, Consumer Behavior, Product Innovation, Repurchase Intention, Smartphone Samsung

Abstract

The rapid development of Smartphone technology has intensified competition among global technology companies, compelling firms to continuously innovate in order to maintain competitiveness and strengthen consumer loyalty. Samsung, as one of the leading Smartphone manufacturers, consistently introduces new features and technological advancements to sustain its position in the global market. However, the evolving dynamics of consumer preferences and increasing competition from rival brands pose significant challenges in maintaining repurchase intentions. This study aims to examine the effect of product innovation on repurchase decisions, with brand image serving as a mediating variable among Samsung Smartphone users in Makassar City. A quantitative approach with an associative research design was employed in this study. The population consisted of Samsung Smartphone users who had previously purchased and used the product, with a purposive sampling technique applied to select 130 respondents meeting specific criteria, including repeat purchases and a minimum usage period of six months. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS software. The results indicate that product innovation has a positive and significant effect on repurchase decisions and also significantly influences brand image. Additionally, brand image positively affects repurchase decisions. However, mediation analysis reveals that brand image does not significantly mediate the relationship between product innovation and repurchase decisions, suggesting that consumers prioritize functional benefits over brand perception.

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