| dc.description.abstract | Developments in technology certainly can’t be denied from time to time to
influence of human lifestyles. Ipad2 is one of the gadgets from Apple are welcomed
by the market; Ipad2 is a tablet into a new lifestyle among young executives. Ipad2
products make consumers a simple way to browse the internet that has become an
increasingly growing need of the community. By using Ipad2 product which has
additional value then the consumer gets the value of practicality and sophistication of
products from Ipad2 products. Ipad2 offered very elegant and simple designs product.
This study aimed to determine whether the buying interest of consumers influenced
the quality and product innovation to product Ipad2 by Apple.
Variables - variables used in the present study was consumer interest in
buying, product innovation, and product quality. These variables can be investigated
whether the buying interest of consumers are influenced by product quality and
product innovation. The sample used in this study is those users who live in Surabaya
which used Ipad2. Data processing method used in this study is Structural Equation
Models with Amos software. The results show product quality and product
innovation affect consumer interest in purchasing the product Ipad2.
This study uses a quantitative approach using Structural Equation Model
calculations with the program Amos 16.0. The numbers of samples used in this study
were 100 respondents with Judgement sampling technique.
The results obtained in this research has been done is the product quality and
product innovation directly affects the interests of consumers purchasing the product
Ipad2 in Surabaya. Where the influence of the product quality is greater than
innovations product to the consumer buying interest Ipad2, this is indicated by the
value of the regression coefficients of product quality on consumer buying interest
amounted to 0.816, while the regression coefficient value of product innovation on
consumer buying interest amounted to 0.409. | en_US |
