The influence of Product Knowledge and Product Quality on Buying Interest is mediated by Product Advertising for MSMEs

Sulaiman Helmi (), ⁠Tamamudin, ⁠Bakti Setyadi, Ratna Sesotya Wedadjati and M. Fitra Marsha Rolanda
Additional contact information
Sulaiman Helmi: Universitas Bina Darma, Master of Management
⁠Tamamudin: Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan
⁠Bakti Setyadi: Universitas Bina Darma, Faculty of Social and Humanities
Ratna Sesotya Wedadjati: Sekolah Tinggi Pembangunan Masyarakat Desa “APMD” Yogyakarta
M. Fitra Marsha Rolanda: Universitas Bina Darma, Master of Management

A chapter in Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24), 2024, pp 879-893 from Springer

Abstract: Abstract The importance of product knowledge and product quality in influencing consumer purchasing interest in MSMEs has become a major concern. This research aims to analyze the influence of Product Knowledge and Product Quality on Buying Interest, with the Product Advertising variable as a mediator. The method used in this research is a cross-sectional survey, involving 120 MSMEs in South Sumatra as respondents. Data analysis was carried out using Structural Equation Modeling with the Partial Least Squares method. The findings from this research show that Product Knowledge and Product Quality have a significant influence on Buying Interest. Apart from that, Product Advertising is proven to be a significant mediator in the relationship between Product Knowledge and Product Quality and Buying Interest. These results provide an in-depth understanding of the important role of Product Advertising in connecting product knowledge and product quality with the purchasing interest of MSMEs in South Sumatra.

Keywords: Product Knowledge; Product Quality; Buying Interest (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-522-5_67

Ordering information: This item can be ordered from
http://www.springer.com/9789464635225

DOI: 10.2991/978-94-6463-522-5_67

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().