The Influence of Service Quality, Feature Innovation, and Price Perception on Consumer Purchase Intention for Qpon Digital Vouchers among Vocational High School Students in Lamongan: The Mediating Role of Customer Satisfaction

Abstract

This study was conducted to analyze the influence of service quality, feature innovation, and price perception on consumer purchasing interest, as well as to test the role of new customer satisfaction as a mediating variable on Qpon digital voucher users among state vocational school students in Lamongan Regency. A quantitative approach with a survey method was employed. Data were collected from 356 respondents selected through purposive sampling using a five-point Likert scale questionnaire. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that service quality, feature innovation, and price perception have positive and significant effects on new customer satisfaction. Feature innovation, price perception, and new customer satisfaction also positively and significantly influence purchase intention, whereas service quality has no significant direct effect on purchase intention. Furthermore, new customer satisfaction significantly mediates the relationships between service quality, feature innovation, and price perception and consumers' purchase intention. These findings suggest that improving innovative features, offering competitive pricing, and enhancing service quality are essential strategies for increasing customer satisfaction and purchase intention toward the Qpon digital voucher application.