In Search of Product Uniqueness: Insight From Indonesia

Abstract

This paper aimed to examine the factors which generate the uniqueness of products. This study developed 26 indicators of product uniqueness. Afterwards, the indicators were grouped using factor analysis. In this research, 250 respondents were participated, which according to Kaiser-Meyer-Olkin's measure of sampling adequacy, is suitable for research purpose. The factor analysis test eliminated 9 criterias of product uniqueness, which left 17 criterias that can be categorised into 4 groups using principal component analysis extraction method and varimax rotation. The first group category is 'basic value', which consists of 7 indicators. The second group category is differentiation, which has 3 indicators. The third category is technology, which comprises of 3 indicators. The fourth category is additional function, which consists of 4 indicators. The findings demonstrate that 'handmade' is the strongest indicator of product uniqueness. Based on the correlation test, there are 3 discoveries. First, product differentiation highly correlates with culture. Second, spectacular product correlates with bigger size. Third, luxury product correlates with bigger size. The research findings indicate that the manufacturer should start including cultural elements in regards of production or service, and concentrate on size for luxury products.

Effects of Product Uniqueness on Re-purchase Intention Case Study at KINI Capsule Hotel Jakarta

“…This includes the extent to which consumers feel that the product is different from other product in the same category [3] 3. General desire for unique products Every consumer tries to have a rare item that has value because these items help individuals define themselves as "different from the others", especially for advertised products which are rare, unique and extraordinary [3] Consumer buying interest is part of consumer behavior in choosing something [6]. Buying interest is shown by the initial interest in a product before consumers actually buy the product [7].…”

“…The increasing number of tourists that came has caused the city to develop hotel business. With the latest shift in tourist motifs, hotel industry players must be able to highlight the uniqueness of their product in order to attract tourists to stay [3], and even to make a purchase (Re-purchase Intention). There are differences from each consumer in accepting and understanding a product.…”

“…There are differences from each consumer in accepting and understanding a product. This difference is influenced by consumers' personal goals in owning a product (personal goal for product acquisition), services provided (Service), and other people's experiences (experience of other accesses) [3]. Indicators that can be used as a basis for evaluating consumers in accepting and understanding a product, especially in terms of product uniqueness, can be divided into three [4], namely:…”