ABSTRACT
This study aims to find out the influence of product innovation on customer engagement through customer experience and customer value. It employs a quantitative research method by distributing online questionnaires on social media. In total, 210 respondents participated through purposive sampling technique. The findings show that: 1) product innovation has a significant effect on customer value, customer experience, and customer engagement; 2) customer value has a significant effect on customer engagement, and 3) customer experience has no significant effect on customer engagement.
