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Didit Supriyadi
Universitas Garut
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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The Influence of Brand Equity and Product Innovation on Purchase Intention with Competitive Advantage as a Mediator: A Study on Mie Sedaap Consumers in Garut Ananda Fourinta; Didit Supriyadi; Rahyuniati Setiawan
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1617

Abstract

This study aims to examine how brand equity and product innovation influence purchase intention, with competitive advantage acting as a mediating variable among Mie Sedaap consumers in Garut Regency. The research employs an explanatory survey with 400 respondents, and the data are analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The findings reveal that both brand equity and product innovation have a positive and significant impact on purchase intention, both directly and indirectly through competitive advantage. This suggests that gaining a competitive advantage is crucial in enhancing the effects of brand strategy and product innovation on consumer purchasing decisions. The study's results imply that companies should focus on maintaining and improving brand equity, conducting product innovations aligned with market trends, and strengthening differentiation strategies to sustain competitive positions and boost consumer purchasing interest.
The Influence of Service Quality and Product Quality on Customer Retention with Customer Satisfaction as a Mediating Variable Gema Akbar Giri Saputra; Didit Supriyadi; Rahyuniati Setiawan
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1626

Abstract

The objective of this study is to examine the impact of service quality and product quality on customer retention, with customer satisfaction serving as a mediating variable, in the context of Basreng (fried meatball) products in PD Mekarsari Garut. A quantitative approach was employed, entailing the distribution of questionnaires to 384 respondents selected through non-probability sampling with the Purposive sampling method. The data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The findings of the study suggest a positive and significant relationship between service quality (X1) and product quality (X2) on customer satisfaction (Z). Furthermore, the study found that customer satisfaction (Z) significantly influences customer retention (Y). Furthermore, service quality (X1) and product quality (X2) exert a direct and indirect influence on customer retention (Y), with customer satisfaction (Z) functioning as a mediating factor. The R-square values of 0.625 for customer satisfaction (Z) and 0.425 for customer retention (Y) suggest that the model possesses adequate predictive capability. These findings underscore the significance of maintaining and enhancing service quality (X1) and product quality (X2) to foster customer satisfaction (Z) and cultivate long-term retention. The practical implications of this study suggest that businesses, particularly Basreng PD Mekarsari, should prioritize enhancing their service and product quality as a strategy to maintain customer retention in a competitive market.
Co-Authors Ananda Fourinta Gema Akbar Giri Saputra Setiawan, Rahyuniati