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Abstract

Penelitian ini bertujuan untuk menguji pengaruh product innovation dan brand exclusivity terhadap purchase intentiondengan perceived value sebagai variabel mediasi pada konsumen iPhone 17 di tengah fenomena stagnasi inovasi. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang dikumpulkan dari 180 pengguna iPhone dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa product innovation dan brand exclusivity berpengaruh positif dan signifikan terhadap perceived value. Selanjutnya, perceived value, product innovation, dan brand exclusivity secara langsung berpengaruh positif dan signifikan terhadap purchase intention. Temuan ini juga mengonfirmasi bahwa perceived value berperan signifikan dalam memediasi hubungan antara product innovation maupun brand exclusivity terhadap purchase intention. Hasil analisis model struktural menunjukkan nilai R-square sebesar 0.887 pada purchase intention yang mengindikasikan daya menjelaskan model yang sangat kuat. Studi ini menegaskan bahwa meskipun inovasi teknis bersifat inkremental, persepsi nilai yang holistik yang dibentuk oleh keunggulan fungsional dan prestise merek tetap menjadi mekanisme kunci dalam mempertahankan minat beli konsumen premium. Atas hal tersebut, strategi pemasaran perlu berfokus pada penguatan ekosistem dan citra eksklusivitas merek untuk meningkatkan perceived value sebagai strategi utama dalam mendorong keputusan pembelian.

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