ANALISIS CONSUMER INNOVATIVNESS WITH HEDONIC VALUE , UTILITARIAN VALUE TERHADAP CONTINUANCE INTTENTION PADA KONSUMEN “OPPO” DI SURABAYA

Abstract

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