Analysis of the effect of consumer knowledge and consumer perception on the purchase decision of TIENS products in Malang City

Mashuri, Ahmadi and Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 (2022) Analysis of the effect of consumer knowledge and consumer perception on the purchase decision of TIENS products in Malang City. The American Journal of Humanities and Social Sciences Research (THE AJHSSR). pp. 115-120. ISSN 2581-8868

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Abstract

The purpose of this study was to examine and analyze influence of consumer knowledge and consumer perceptions of purchasing decisions. This research uses the type of explanatory research. The sample used was 140 consumers of Tiens products in the city of Malang using a purposive sampling system. The data used in this study are primary data and secondary data. The test model of linear regression data analysis was tested using SPSS 21. The results showed that consumer knowledge (X1) had a partial effect on purchasing decisions (Y) and consumer perception (X2) had a simultaneous effect on purchasing decisions (Y).

Item Type:	Journal Article
Keywords:	consumer knowledge; consumer perceptions; purchase decisions
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	01 Jul 2024 14:20

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