Mediation Product Involvement against Purchasing Decisions

DOI

10.2991/iccd-19.2019.52How to use a DOI?

Keywords

Mediation, product knowledge, product involvement, purchase decision.

Abstract

This research is about halal products in packaging because the product has become a lifestyle of Muslim consumers. The number of products available in the store is not necessarily kosher so make doubt in deciding the purchase. The question is, is there a relationship between product knowledge and product involvement in the purchase decision?, is there a relationship of influence between product knowledge on product engagement?, whether product involvement Product knowledge with purchase decisions? The problem of product knowledge and product involvement is like what is capable of influencing purchasing decisions. The purpose of this research is to test product knowledge and product involvement with purchasing decisions. The samples used amounted to 100 derived from the opinion of the community in the Islamic College in Purwokerto. The method of sampling in a convenience to meet respondents as per the researcher as long as criteria. Questions through questionnaires. Data is analyzed using SPSS. The result is both product knowledge and product involvement influence on purchasing decisions. Although product knowledge does not affect product involvement, product involvement is capable of the processing of the relationship between product knowledge and purchase decisions.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Erny Rachmawati
AU  - Suliyanto
AU  - Agus Suroso
PY  - 2019/10
DA  - 2019/10
TI  - Mediation Product Involvement against Purchasing Decisions
BT  - Proceedings of the 6th International Conference on Community Development (ICCD 2019)
PB  - Atlantis Press
SP  - 195
EP  - 197
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccd-19.2019.52
DO  - 10.2991/iccd-19.2019.52
ID  - Rachmawati2019/10
ER  -