PENGARUH INOVASI, POSITIONING PRODUK, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI SEPEDA LISTRIK (STUDI KASUS KONSUMEN SEPEDA LISTRIK DI MAGETAN)

Shofwan Firdaos, Dian Citaningtyas Ari Kadi

Abstract


This study examines how electronic word-of-mouth (eWOM), product positioning, and innovation affect consumers' intentions to buy electric bicycles in Magetan Regency. Using a survey method, a quantitative approach was used, and the sample consisted of 384 respondents. An online survey was used to gather data, and structural equation modeling (SEM) with partial least squares (PLS) was used for analysis. Results reveal that whereas innovation has no discernible effect on purchase intention, eWOM and product positioning have a favorable and significant impact.. Effective product positioning strengthens consumer perception, while eWOM—through online recommendations and reviews—builds consumer trust in electric bicycles. Although product innovation does not directly influence purchase intention, this study highlights the importance of optimizing other marketing strategies to enhance consumer interest.


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