AUTHORS: Syamsier Husein, Nuryakin

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ABSTRACT: The aim of this paper is to investigate empirical study of product innovation and identify the effect of product attractiveness and product positioning quality in customer’s repeat intention on the firm based on the context of customer. This paper aims to develop and give solution of research gap problem on product innovation in customer purchasing interest. Hypothesis 1 is supported, which indicates that positive impact of product innovation on customer purchasing interest. Hypothesis 2 is supported, which indicates the impact of product innovation on product positioning quality. The results did not support hypothesiss 3, which states that the impact of product’s attractiveness on product positioning quality. The results indicate the positive impact of product attractiveness, on customer purchasing interest, thus, confirming hypothesis 4. Finally, hypothesis 5 is supported, which indicates that impact product positioning quality on customer purchasing interest.

KEYWORDS: product innovation, product attractiveness, product positioning quality and repeat intention.

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WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 15, 2018, Art. #32, pp. 329-339


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