Pengaruh Perceived Product Innovation terhadap Repurchase Intention melalui Perceived Price dengan Lifestyle sebagai Moderasi (Survei pada Konsumen Tomkins di Indonesia)

Abstract

This study aims to examine the effect of perceived product innovation on repurchase intention through perceived price, with lifestyle as a moderating variable among Tomkins footwear consumers in Indonesia. This research employs a quantitative approach with a descriptive and verificative design. The sample consists of 346 respondents who are followers of Instagram @mytomkins. Data were analyzed using regression analysis based on PROCESS Macro Model 7. The results indicate that perceived product innovation has a positive and significant effect on perceived price and repurchase intention, while perceived price also positively and significantly influences repurchase intention. Furthermore, perceived product innovation indirectly affects repurchase intention through perceived price, with lifestyle strengthening the relationship. These findings highlight the importance of product innovation and pricing perception in enhancing repurchase intention in the footwear industry.