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

In: Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Sulaiman Helmi & ⁠Tamamudin & ⁠Bakti Setyadi & Ratna Sesotya Wedadjati & M. Fitra Marsha Rolanda, 2024. "The influence of Product Knowledge and Product Quality on Buying Interest is mediated by Product Advertising for MSMEs," Advances in Economics, Business and Management Research, in: Kris Brantas Abiprayu & Avi Budi Setiawan (ed.), Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24), pages 879-893, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-522-5_67
    DOI: 10.2991/978-94-6463-522-5_67
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