ANALISIS PENGARUH INOVASI PRODUK DAN KUALITAS WEB TERHADAP MINAT BELI ULANG DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Pakaian Jadi di Online Shop Shopee)

Mohammad Setia Ariyadi, Zaenudin Zaenudin

Abstract


ABSTRACT
This study aims to determine and analyze the effect of product innovation on
competitive advantage, the effect of web quality on competitive advantage, the effect of
product innovation on repurchase interest, the effect of web quality on repurchase
interest, the effect of competitive advantage on repurchase interest. The population
analyzed in this study were all consumers of clothing products made online through the
Shopee online shop. The sample in this study were some consumers of clothing products
which sell in online shop shopee with a total of 100 respondents. Product innovation has
a significant positive effect on competitive advantage. Web quality has a significant
positive effect on competitive advantage. Product innovation has a significant positive
effect on repurchase interest. Web quality has a significant positive effect on repurchase
interest. Competitive advantage has a significant positive effect on repurchase interest.
Keywords: Competitive Advantage, Web Quality, Product Innovation, Repurchase
Interest


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