Pengaruh Promosi Terhadap Keputusan Pembelian Dengan Product Knowledge Sebagai Variabel Intervening (Studi Pada Produk Nestle Nestum Di Madiun)

Abstract

Abstract

This study aims to determine the effect of promotion towards purchasing decisions with product knowledge as an intervening variable (a study on Nestum Nestle products in Madiun). The population in this study were visitors to supermarkets and minimarkets in Madiun City. The sampling technique used non-probability sampling techniques, namely accidental sampling. The samplesare 100 respondents. This research is a quantitative research. The data analysis used is path analysis using SPSS application. The results of this study indicate that: Promotion has significant positive effect towards product knowledge, promotion has significant positive effect towards purchasing decisions, product knowledge hassignificant positive effect towards purchasing decisions, promotion has significant positive effect towardspurchasing decisions through product knowledge as an intervening variable.

Keywords: Promotion, Product Knowledge, Purchase Decision.