DIGEST MARKETING
Vol. 3 No. 2 (2018): Digest Marketing

PENGARUH INOVASI PRODUK TERHADAP MINAT BELI SMARTPHONE DENGAN CONSUMER INNOVATIVENESS SEBAGAI VARIABLE MODERASI

Hans Fanolo Kristian Daeli (Unknown)

Article Info

Publish Date
13 Apr 2019

Abstract

The aim of this research is to examine the influence of product innovation on purchasing intention where consumer innovativeness considered as moderator variable. Sample is Chinese smartphones users in Jambi. The research results showed that product innovation on purchasing intention that moderated by consumer innovativeness is significantly related. Hence, product innovation allowed by corporate effort to enlighten consumer about technologies content to every product delivered.

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Journal Info
DIGEST MARKETING
Website

Abbrev

digest

Publisher

Universitas Jambi

Subject

Economics, Econometrics & Finance

Description

Digest Marketing Juornal (DMJ) diterbitkan empat kali setahun, yang diterbitkan menjadi bagian dari Komunikasi akademis Konsentrasi Pemasaran dengan pemangku kepentingan. Artikel yang dimuat dari penulis terpilih melalui serangkaian proses editing yang didukung oleh Mitra Bestari dari ...