Analisis consumer innovativness with hedonic value , utilitarian value terhadap continuance inttention pada konsumen “oppo” di Surabaya

Perdana, Andre Candra (2018) Analisis consumer innovativness with hedonic value , utilitarian value terhadap continuance inttention pada konsumen “oppo” di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Salah satu produsen smartphone yang sedang naik daun di pasar seluler Indonesia adalah OPPO. Meskipun termasuk pesaing baru di pasar seluler, namun pangsa pasar OPPO sudah tergolong tinggi. Bahkan, volume penjualannya diklaim lebih besar dibandingkan dengan LG, Sony, dan beberapa merek produsen seluler besar lainnya. Produsen ponsel yang berasal dan diproduksi di Tiongkok ini memperkenalkan beberapa inovasi seperti teknologi Fast Charging. Teknologi yang semakin canggih pada merek-merek hp tersebut. Keunggula yang dimiliki oleh OPPO adalah seluruh smartphone keluaran OPPO memiliki baterai yang kuat dan tahan lama.memiliki kapasitas baterai sebesar 2500 mAH. Selain itu, OPPO Smartphone cenderung tahan lebih lama dan dilengkapi dengan teknologi VOOC Fast Charging. Dengan melakukan pengisian hanya selama 30 menit, smartphone Oppo sudah memiliki 75 persen kapasitas baterai. Tujuan dari penelitian ini adalah untuk membahas lebih dalam dan detail mengenai pengaruh dan hubungannya dalam setiap faktor-faktor yang ada dalam menciptakan Continuance Intention pada pengguna OPPO di Surabaya. Adapun variabel yang digunakan dalam penelitian ini terdiri dari Consumer Innovativeness, Continuance Intention, Hedonic Value, dan Utilitarian Value. Sampel penelitian dari penelitian ini adalah para pengguna OPPO di Surabaya dengan jumlah responden adalah 100 orang. Hasil pengumpulan data akan diolah dengan menggunakan SEM AMOS. Hasil penelitian menunjukkan nilai koefisien regresi paling besar ditunjukkan oleh pengaruh rewards terhadap customer engagement yaitu sebesar 0,368. Selanjutnya adalah pengaruh dari system quality terhadap customer engagement yaitu sebesar 0,343. Kemudian pengaruh dari customer engagement terhadap brand loyalty yaitu sebesar 0.319.berikutnya adalah pengaruh dari information quality terhadap customer engagement dengan nilai koefisien regresi sebesar 0.252 dan yang terakhir adalah pengaruh dari virtual interactivity terhadap brand loyalty dengan nilai koefisien regresi sebesar 0,244. Implikasi managerial yang dapat dilakukan situs Traveloka yaitu penambahan layanan tiket Bus dan penambahan fitur taxi online / One of the rising smartphone manufacturers in the Indonesian cellular market is OPPO. Although including a new competitor in the mobile market, but OPPO market share is already high. In fact, its sales volume is claimed to be bigger compared to LG, Sony, and some other major mobile manufacturer brands. Manufacturers of mobile phones originating and produced in China introduced several innovations such as Fast Charging technology. Increasingly sophisticated technology in these mobile brands. Keunggula owned by OPPO is the whole smartphone output OPPO has a powerful battery and durable. Has a battery capacity of 2500 mAH. In addition, OPPO Smartphones tend to last longer and are equipped with VOOC Fast Charging technology. By charging for only 30 minutes, the Oppo smartphone already has 75 percent of the battery capacity. The purpose of this research is to discuss more deeply and detail about the influence and its relation in each of the factors that exist in creating Continuance Intention on OPPO user in Surabaya. The variables used in this study consist of Consumer Innovativeness, Continuance Intention, Hedonic Value, and Utilitarian Value. The sample of this research is the OPPO users in Surabaya with the number of respondents is 100 people. The results of data collection will be processed by using SEM AMOS. The results showed the greatest regression coefficient indicated by the influence of rewards to customer engagement that is equal to 0.368. Next is the influence of system quality to customer engagement that is equal to 0.343. Then the influence of customer engagement to brand loyalty is 0.319.next is the influence of information quality to customer engagement with the value of regression coefficient of 0.252 and the last is the influence of virtual interactivity to brand loyalty with regression coefficient value of 0.244. Managerial implications that can be done Traveloka site is the addition of Bus ticket service and the addition of online taxi feature

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