PENGARUH INOVASI PRRODUK, EKSPEKTASI INOVASI DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL DAIHATSU SIGRA DI SEMARANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to analyze the factors that influence purchasing decisions through intervening variable customer satisfaction. The independent variables in this research are product innovation, innovation expectation, and customer value. The population in this study is consumer Daihatsu Sigra in Semarang City, sales data obtained from Astra Daihatsu Semarang located at Jalan Majapahit No.111 - 117 Gayamsari Semarang City. From the results of prasurvey obtained results 80 respondents. Sampling technique in this research is by purposive sampling method. This study used multiple linear regression analysis and to test the mediation between customer decision (Z) on product purchasing decision (Y) using test of sobel test. From this research can be drawn Conclusion that: Product innovation (X1) effect on customer satisfaction (Z). Expectation of innovation (X2) has no effect on customer satisfaction (Z), Customer Value (X3) influence to customer satisfaction (Z), Product innovation (X1) has an effect on purchasing decision, Innovation expectation (X2) , customer value (X3) influences purchasing decisions (Y), customer satisfaction (Z) affects purchasing decisions (Y), while customer satisfaction (Z) can mediate the relationship between (X1) product in- vation and customer value (X3) (Y), whereas customer satisfaction (Z) can not mediate the relationship between innovation expectations (X2) on purchasing decisions (Y). Keywords: Product Innovation, Invoasi Expectation, Customer Value, Customer Satisfaction, and Purchase Decision