PENGARUH INOVASI PRODUK DAN HARGA TERHADAP NIAT BELI MASKER MUSTIKA RATU (STUDI PADA PENGUNJUNG GIANT HYPERMARKET DI SURABAYA)
Abstract: The emergence of an
increase in the number of female population in Indonesia beeing great
opportunity for cosmetics companies. It makes competition between them to
create new products that become consumer desires. Therefore, Mustika Ratu
issued a product innovation that focus on facial skin care. That is face mask
which easy to use and cleaned by peeled off. This research is a conclusive
research to analyze and discuss the influence of product innovation and price
to purchase intention Mustika Ratu’s face mask. The sampling technique used
judgmental sampling technique with the sample number 220 respondents were
visitors of Giant Hypermarket in Surabaya between 18 till 30 years old. They
had used but had never bought a Mustika Ratu’s face mask. The results of this
research showed that there is a significant influence product innovation on
purchase intention and price variable influence significant to purchase
intention of Mustika Ratu’s face mask.
Keywords: product innovation,
price, purchase intention
Penulis: YENI FEBRIYANA
RAMADHANI
Kode Jurnal: jpmanajemendd171222
