Pengaruh Novelty , Customer’s Perceived Hedonic, Product Meaningfulness , Terhadap Purchasing Intention Produk I-Phone Di Kalangan Generasi-Z

Muhammad Khoiruman(1*) , Ambar Wariati(2)


(1) Universitas Dharma AUB Surakarta
(2) Universitas Dharma AUB Surakarta
(*) Corresponding Author

Abstract


Untuk menarik perhatian dan meningkatkan niat pembelian di kalangan Generasi Z, perusahaan perlu fokus pada pengembangan produk yang inovatif, memberikan pengalaman hedonis yang memuaskan, dan memastikan produk memiliki kebermaknaan yang tinggi bagi konsumen. Dengan demikian, strategi pemasaran yang mengintegrasikan aspek-aspek ini dapat secara efektif meningkatkan purchasing intention  iPhone di segmen pasar Generasi Z. penelitian ini bertujuan untuk mengetahui pengaruh novelty , customer’s perceived hedonic, Product meaningfulness , terhadap  purchasing intention  produk i-phone di kalangan generasi-z. Sebanyak 121 responden digunakan dalam penelitian ini dengan menggunakan Structural equation Model (SEM). Temuan utama dari penelitian ini adalah novelty , customer’s perceived hedonic, Product meaningfulness  berpengaruh positif terhadap  purchasing intention  produk i-phone di kalangan generasi-Z.


Keywords


novelty , customer’s perceived hedonic, Product meaningfulness , purchasing intention

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DOI: https://doi.org/10.36587/probank.v9i2.1843

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