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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Gia Revalina
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Inovasi Produk terhadap Keputusan Pembelian Ulang melalui Citra Merek: Studi pada Smartphone Samsung di Kota Makassar Gia Revalina; Nurul Fadilah Aswar; Rahmat Riwayat Abadi; Muhammad Ichwan Musa; Isma Azis Riu
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 3 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i3.2601

Abstract

The rapid development of Smartphone  technology has intensified competition among global technology companies, compelling firms to continuously innovate in order to maintain competitiveness and strengthen consumer loyalty. Samsung, as one of the leading Smartphone  manufacturers, consistently introduces new features and technological advancements to sustain its position in the global market. However, the evolving dynamics of consumer preferences and increasing competition from rival brands pose significant challenges in maintaining repurchase intentions. This study aims to examine the effect of product innovation on repurchase decisions, with brand image serving as a mediating variable among Samsung Smartphone  users in Makassar City. A quantitative approach with an associative research design was employed in this study. The population consisted of Samsung Smartphone  users who had previously purchased and used the product, with a purposive sampling technique applied to select 130 respondents meeting specific criteria, including repeat purchases and a minimum usage period of six months. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS software. The results indicate that product innovation has a positive and significant effect on repurchase decisions and also significantly influences brand image. Additionally, brand image positively affects repurchase decisions. However, mediation analysis reveals that brand image does not significantly mediate the relationship between product innovation and repurchase decisions, suggesting that consumers prioritize functional benefits over brand perception.
Co-Authors Abadi, Rahmat Riwayat Isma Azis Riu Nurul Fadilah Aswar