Study on Community-based Peripheral Attribute Attractiveness and Product Attractiveness Advantage: Bridging Product Innovation and Consumer Purchase Intention

The purpose of this study is to analyze the role of community-based peripheral attribute attractiveness as a mediating variable in relationship of product innovation and consumer purchase intention. Honda motor matic community in Central Java and Yogyakarta used as a sample. Sampling used in this research is purposive sampling technique. Data are collected by giving questionnaires directly to the respondents. The total data that can be further analyzed are 263 respondents. Data analysis uses Structural Equation Modeling - SEM by using AMOS program. The results show that the community-based peripheral attribute attractiveness has significant role to mediate relationship of product innovation and consumer purchase intention.