Pengaruh Kapabilitas Customer Review dan Inovasi Produk terhadap Keputusan Pembelian Smartphone Xiaomi Melalui Customer Value

This study aims to analyze the effects of Customer Review Capability and Product Innovation on Purchase Decision with Customer Value as a mediating variable among Xiaomi smartphone users in Pontianak City. This study employed a quantitative approach using a survey method by distributing questionnaires to 125 respondents. The data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with the assistance of SmartPLS 4.0 software. The results indicate that Customer Review Capability has a positive and significant effect on Customer Value, while Product Innovation also has a positive and significant effect on Customer Value. Customer Value has a positive and significant effect on Purchase Decision. Customer Review Capability does not have a significant direct effect on Purchase Decision, whereas Product Innovation has a positive and significant effect on Purchase Decision. Furthermore, Customer Value significantly mediates the effects of Customer Review Capability and Product Innovation on Purchase Decision. These findings indicate that Customer Value plays an important role in mediating the effects of Customer Review Capability and Product Innovation on Purchase Decision among Xiaomi smartphone users in Pontianak City.