The influence of word of mouth and brand image on purchase intention with product knowledge as a mediation variable

Febriyanti, Riska and Rahayu, Yayuk Sri ORCID: https://orcid.org/0000-0001-6315-7943 (2024) The influence of word of mouth and brand image on purchase intention with product knowledge as a mediation variable. Jurnal Tabarru’ : Islamic Banking and Finance, 7 (1). pp. 100-110. ISSN p-ISSN 2621-6833 e-ISSN 2621-7465

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Abstract

This study aims to determine the influence of word of mouth and brand image on purchase intention in Bank SyariahIndonesia customers in Malang City with product knowledge as a mediation variable. This research method uses quantitative research. The sampling technique in this study used purposive sampling techniques. The research sample amounted to 135 respondents taken from Bank Syariah Indonesia customers in Malang City who included adolescence and productive age. Data collection using questionnaire dissemination disseminated through goggle form. The results showed that word of mouth does not affect purchase intention but word of mouth has a significant effect on product knowledge, brand image has a significant effect on purchase intention and product knowledge, product knowledge has a significant effect on purchase intention. Word of mouth has a significant effect on purchase intention mediated by full product knowledge; brand image has a significant effect on purchase intention mediated by partial product knowledge

Item Type:	Journal Article
Keywords:	word of mouth; brand image; product knowledge; purchase intention
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Yayuk Sri Rahayu
Date Deposited:	24 Apr 2024 08:51

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