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

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

Authors
Sulaiman Helmi1, *, ⁠Tamamudin3, ⁠Bakti Setyadi2, Ratna Sesotya Wedadjati4, M. Fitra Marsha Rolanda1
1Master of Management, Universitas Bina Darma, Palembang, Indonesia
2Faculty of Social and Humanities, Universitas Bina Darma, Palembang, Indonesia
3Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Pekalongan, Indonesia
4Sekolah Tinggi Pembangunan Masyarakat Desa “APMD” Yogyakarta, Yogyakarta, Indonesia
*Corresponding author. Email: Sulaimanhelmi@binadarma.ac.id
Corresponding Author
Sulaiman Helmi
Available Online 4 October 2024.
DOI
10.2991/978-94-6463-522-5_67How to use a DOI?
Keywords
Product Knowledge; Product Quality; Buying Interest
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2024
ISBN
978-94-6463-522-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-522-5_67How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sulaiman Helmi
AU  - ⁠Tamamudin
AU  - ⁠Bakti Setyadi
AU  - Ratna Sesotya Wedadjati
AU  - M. Fitra Marsha Rolanda
PY  - 2024
DA  - 2024/10/04
TI  - The influence of Product Knowledge and Product Quality on Buying Interest is mediated by Product Advertising for MSMEs
BT  - Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)
PB  - Atlantis Press
SP  - 879
EP  - 893
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-522-5_67
DO  - 10.2991/978-94-6463-522-5_67
ID  - Helmi2024
ER  -