The Influence Of Product Innovation On Consumer Purchase Decisions For Infinix Smartphones In Riau Province

Abstract

This study aims to examine and analyze the influence of product innovation on consumer purchase decisions for Infinix smartphones across three distinct regencies in Riau Province: Kampar, Pelalawan, and Bengkalis. Using a quantitative approach, data were gathered through a structured online survey administered to 100 active Infinix smartphone users selected via purposive sampling. Simple linear regression analysis was executed to evaluate the strength and significance of the relationship between product innovation (comprising key feature developments such as fast-charging capabilities, camera performance, and competitive hardware specifications) and purchase decision factors. The statistical results demonstrate that product innovation exerts a positive and statistically significant impact on consumer purchase decisions. Descriptive analyses further reveal that feature enhancements, particularly high-speed charging technology and post-purchase satisfaction, serve as critical drivers for consumer acquisition. These findings provide actionable insights for mobile technology marketers and manufacturers aiming to optimize product differentiation and targeted promotional strategies in suburban and developing regional markets.