PENGARUH INOVASI DAN PERSEPSI HARGA TERHADAP PREFERENSI KONSUMEN PRODUK SMARTPHONE SAMSUNG DI SURABAYA

This study was conducted to analyze the effect of innovation and price perception on consumer preferences for Samsung smartphones in Surabaya. The background of this study is based on the increasingly fierce competition in the smartphone industry, which requires companies to continue to innovate and set pricing strategies that meet consumer expectations. A quantitative approach was used in this study with a survey method as the data collection technique. The questionnaire was distributed to 99 respondents who had used or were currently using Samsung smartphones and resided in Surabaya. The analysis technique used was Partial Least Squares Structural Equation Modeling (PLS-SEM). The research data analysis showed that innovation and price perception had a positive and significant effect on consumer preferences. The product expansion indicator was the strongest measure in the innovation variable, while the most influential indicator in price perception was the suitability between the price paid and the quality of the product received. These findings imply that companies need to maintain and improve innovations that are relevant to consumer needs and maintain a balance between price and product quality in order to strengthen consumer preference for the brand.