Uke Prajogo, Armanu, Rofiaty, Sunaryo
The purpose of this research to analyze of the influence psychological toward consumers adoption of innovation with consumer innovativeness as mediator in cellular telephone products as an object of research. This research used cellular telephone consumers in Malang City as the unit of analysis; the sample research has 230 respondents. The sampling method used is Non Probability Sampling with convenience sample technique. The analytical method used to analyze the data is Path Analysis using the SEM (Structural Equation Model) approach with the help of the Amos program. The results of this research indicate that (1) Psychology did not direct influence toward consumer adoption of innovation. (2) Psychology significant influence toward consumer adoption of innovation with consumer innovativeness as a mediator. © 2018 IAEME Publication.
Management Science Doctoral Program, University of Brawijaya, Malang, 65145, Indonesia; Department of Management, Malangkucecwara School of Economics, Malang, 65145, Indonesia; Department of Management, University of Brawijaya, Malang, 65145, Indonesia
