Electronic Theses and Dissertation

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh product accessibility dan product security terhadap perceived value dengan dimediasi oleh brand innovation pada pengguna byond bsi di kota banda aceh. jumlah sampel dalam penelitian ini adalah 114 responden. metode analisis yang digunakan adalah sem-pls. hasil penelitian menunjukkan bahwa product accessibility berpengaruh signifikan terhadap perceived value. temuan berbeda terjadi pada product security yang tidak berpengaruh signifikan terhadap perceived value. selanjutnya, product accessibility dan product security ditemukan berpengaruh signifikan terhadap brand innovation. brand innovation ditemuka berpengaruh signifikan terhadap perceived value. pada pengujian mediasi, product accessibility dan product security ditemukan berpengaruh signifikan terhadap perceived value melalui brand innovation. kata kunci: product accessibility, product security, brand innovation, perceived value

This study was conducted to examine the effect of Product Accessibility and Product Security on Perceived Value, with Brand Innovation serving as a mediating variable, among BYOND BSI users in Banda Aceh City. The study involved 114 respondents as the research sample. The data were analyzed using the SEM-PLS method. The results indicate that Product Accessibility has a significant effect on Perceived Value. In contrast, Product Security does not have a significant effect on Perceived Value. Furthermore, both Product Accessibility and Product Security were found to have significant effects on Brand Innovation. Brand Innovation was also found to have a significant effect on Perceived Value. The mediation analysis revealed that both Product Accessibility and Product Security have significant indirect effects on Perceived Value through Brand Innovation. Keywords: Product Accessibility, Product Security, Brand Innovation, Perceived Value