THE EFFECT OF PRODUCT INNOVATION, AND PRICES ON REPURCHASE INTEREST IN CONSUMER SATISFACTION MEDITED ON MSME WINGKO BABAT

Abstract

Competition in the business world began to give birth to various ways to be able to attract the
attention of customers and keep these customers in order to buy the products previously offered. Intense
competition in a business. Business actors are aggressively marketing superior products. These
superior products have differences in terms of innovation and price. Researchers used quantitative
methods with a sample of 160 respondents. The data analysis used is the SEM method with the Smart
PLS version 3.0 tool. The test used consists of the outer model, inner model, mediation test and
hypothesis testing. Product innovation variables, Price, Purchase Interest, Consumer Satisfaction are
valid and reliable