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

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.

The effect of brand image and product knowledge on purchase intentions with e-WOM as a mediator variable

“…Peter & Olson (2010) explained that consumers can have three types of product knowledge, namely knowledge about product attributes or characteristics, the benefits of using products both functional and psychosocial, and values that help products in making consumers feel they have achieved their goals for the product. If consumers do not understand information about the characteristics of a product or brand, consumers can make the wrong decision in buying a product (Aisah & Wahyono, 2018). Complete information about the product makes customers understand the product well so that it creates trust which ultimately leads to purchase intentions (Imbayani & Gama, 2018).…”

“…Brand image is defined as a representation of the consumer's perspective on the experience and information generated from a brand (Yohana et al, 2020), which is stored in the consumer's memory or mind (Albari & Safitri, 2018;Nuseir, 2019). According to Aisah & Wahyono (2018), the image of a brand has an important role in influencing consumers to make purchases, because consumers tend to choose brands or products that have a positive image. This opinion is corroborated by Susanti et al (2020), who explained that brand image is an important determinant of consumer habits in buying an item or product, especially when consumers find it difficult to differentiate products or services based on intangible attributes.…”

Pengaruh Sumber Informasi Pada Keputusan Pembelian Yang Di Moderasi Positive Product Knowledge

“…Fernandes et al (2021) pernah melakukan penelitian serupa yang dilakukan di India yang menemukan bahwa sumber informasi evidential, confirmational dan experiential berpengaruh signifikan pada keputusan pembelian konsumen secara online. Namun, (Ayuningsih & Maftukhah, 2020) menyatakan terdapat variabel lain yang memengaruhi keputusan pembelianya itu positive product knowledge. Perbedaan dari kedua penelitian tersebut yang pada akhirnya menjadi acuan bagi peneliti untuk melakukan penelitian yang serupa namun dengan variabel positive product knowledge sebagai moderasi serta latar belakang lokasi dan waktu yang berbeda.…”

The Effects of Price Perception, Product Knowledge, Company Image, and Perceived Value on Purchase Intentions for Automotive Products

“…Thus, consumers tend to be aware of the value of a product so that their purchase intention also increases. Brand image and product knowledge have a positive and significant effect on purchase intention of counterfeit bag products [13]. "…”