Moderating Roles of Consumer Innovativeness in the Effect of Innovation Attributes on Brand Equity and Intention to Use: A Study in PT KAI Logistics

Abstract

The present study aimed to find out the relationship between innovation attributes, consumer innovativeness, brand equity and intention to use KAI Logistics service, one subsidiary of PT KAI. The data were taken from 208 micro, small, and medium-scale businesses in Solo and Yogyakarta between May and July 2021, and analyzed using SmartPLS. This study found that innovation attributes significantly affected brand equity and intention to use. The result showed that consumer innovativeness and brand equity significantly affected the intention to use. Lastly, the study found that consumer innovativeness significantly moderated the effect of innovation attributes on brand equity and the intention to use railway Logistics services. This study provided KAI Logistic with feedbacks regarding policies and strategies to compete amid the covid-19 pandemic.