- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
How Product Innovation and Motivation Drive Purchase Decision as Consumer Buying Behavior
How Product Innovation and Motivation Drive Purchase Decision as Consumer Buying Behavior
ARAS, Muhammad (Magister of Communication Department, Strategic Marketing Communication, BINUS University)
Abstract
Purpose: A good physical appearance greatly affects a person's self-confidence, especially when the media constantly depicts that beautiful men and women are those with perfect bodies, which later forms the perception that being fat or too thin is not attractive. That is in line with the increasing knowledge and the need for nutritious foods and drinks for diets. Therefore, this study aims to see whether there is a relationship between the Weight Rejuvenation Program Everyday product innovation towards millennial purchase decision and the motivation of having an ideal body as a moderating effect. Research design, data, and methodology: Distributed online Google form questionnaires to 96 audiences who commented on "Mute" web series. The respondents consisted of 63 women and 33 men from the millennial generation who lived in Greater Jakarta and were classified as the middle to upper economic class. After all of the data were collected, they were processed using Structural Equation Modeling Partial Least Squares. Results: Product innovation had a significant influence on the purchasing decisions of the millennial consumer, but motivation did not have the moderating function in the relationships between product innovation and purchase decision. Conclusions: The main factor for product innovation that can be accepted by millennials is the product quality that remains good.
- keywords
- Product Innovation, Motivation, Purchase Decision, Consumer Behavior
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