The Influence of Product Knowledge, Brand Image, and Brand Love on Purchase Decision through Word of Mouth

Ida Maftukhah,Fitria Ayuningsih

doi:10.15294/maj.v9i4.40796

Abstract

This study aims to determine the direct and indirect effects of product knowledge, brand image, brand love, and word of mouth as intervening variables on purchase decisions. The population in this study were all JimsHoney bag consumers in Semarang. Sampling was carried out using the purposive sampling technique, the number of samples was 116 respondents. The data collection method used a questionnaire and documentation. Methods of data analysis using classic assumption tests and hypothesis testing with the IBM SPSS Statistics 25 program. The results of this study indicate that product knowledge and brand love have a positive effect on purchase decisions. The brand image does not effect on purchase decisions. As well as product knowledge, brand image, and brand love have a positive effect on purchase decisions through word of mouth. Word of mouth has an important role in influencing purchase decisions. Therefore, companies must be able to create and maintain good word of mouth among consumers to attract attention and win consumers' hearts.

Highlights

Competition in the business world is increasingly competitive, requiring companies to create how to integrate a strong marketing strategy and tactics to win over consumers
Research conducted by Lin and Chen (2006) states that there is a positive relationship between product knowledge and purchase decisions
H4: Product knowledge has a positive effect on purchase decisions through word of mouth

Summary

Introduction

Competition in the business world is increasingly competitive, requiring companies to create how to integrate a strong marketing strategy and tactics to win over consumers. Companies need to learn and understand the desires, perceptions, preferences, and behavior of consumers in making a purchase decision. Understanding consumer behavior helps companies determine a good strategy (Setiadi, 2003). Consumer behavior is the study of how individuals, groups, and organizations choose, buy, use and place goods, services, ideas, or experiences to satisfy consumer wants and needs (Kotler & Keller, 2008). Consumer behavior is a factor that affects before the purchase decision process is made by a consumer. In this case, companies must try to work hard to learn and understand the needs and wants of their customers (Shandra & Murwatiningsih, 2016)

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