THE INFLUENCE OF INNOVATION ADOPTION TOWARDS THE PURCHASE INTENTION OF NANO-COATING FOR EYEGLASS PRODUCT: A CASE STUDY OF NASHO
Nano-coating products have a huge potential to be commercialized as eyeglass care products, supported by the growing number of global optical nano-coating and eyeglass users yearly. Nasho, as the new nano-coating startup in Indonesia, utilizes this opportunity to develop a nano-coating eyeglass prod...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/49011 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Nano-coating products have a huge potential to be commercialized as eyeglass care products, supported by the growing number of global optical nano-coating and eyeglass users yearly. Nasho, as the new nano-coating startup in Indonesia, utilizes this opportunity to develop a nano-coating eyeglass product. However, the Indonesian market is very unfamiliar with this innovative product. Different kinds of markets mean different points of view in adopting the technology. From this gap, it is very interesting to understand the market's innovation adoption about nano-coating. Using the multi linear regression method, the customer innovativeness variable becomes the most impactful factor which influencing the innovation adoption rather than a perceived attribute of innovation. Following trialability, ease of use, and relative advantage as the most significant dimension compared with others. Moreover, the innovation adoption has significance 64, 4% relation and able to explain for about 41.5% towards the purchase intention of nano-coating for eyeglass products which measured by simple linear regression. On the other hand, the result from cluster analysis defines that the potential customer with the hugest cluster is college students, age range 15-23 years old, has last education on senior high school, and living in Yogyakarta. For implementation, Nasho should build product awareness by creating strategic content through offline and digital, consider on; trialability, ease of use, and relative advantage about the product to increase customers' innovation adoption. Eventually, this finding could be beneficial and insightful for Nasho also nano-coating startups in Indonesia to targeting the right market and increase the product purchase. |
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