Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects

Setyadi, Bakti; Helmi, Sulaiman; Santoso, Adi Article Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Setyadi, Bakti; Helmi, Sulaiman; Santoso, Adi (2024) : Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-20, https://doi.org/10.1080/23311975.2024.2349253 This Version is available at: https://hdl.handle.net/10419/326262 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects Bakti Setyadi, Sulaiman Helmi & Adi Santoso To cite this article: Bakti Setyadi, Sulaiman Helmi & Adi Santoso (2024) Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects, Cogent Business & Management, 11:1, 2349253, DOI: 10.1080/23311975.2024.2349253 To link to this article: https://doi.org/10.1080/23311975.2024.2349253 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 09 May 2024. Submit your article to this journal Article views: 5234 View related articles View Crossmark data Citing articles: 6 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2349253 Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects Bakti setyadia, sulaiman helmia and adi santosob aFaculty of social and Humanities, universitas Bina Darma, Palembang, indonesia; bMuhammadiyah university of Ponorogo, Ponorogo, indonesia ABSTRACT advertising has a crucial role in increasing visibility, building consumer image and trust in the brand or product offered. this research aims to investigate the effect of product advertising on purchasing interest mediated by product knowledge among small and Medium enterprises (UkM) owners in Palembang city. a survey method with a cross-sectional design was used to collect data from 201 randomly selected respondents using probability sampling techniques. a likert scale-based questionnaire from 1 to 5 was used to collect data on product advertising variables, product knowledge, product quality and purchase interest. the data analysis technique uses structural equation Modeling (seM) with Partial least square (Pls) to test the relationship between variables. the findings show that there is a significant influence of product advertising on buying interest and product knowledge. apart from that, product quality also has a significant influence on buying interest. Mediation effect analysis shows product knowledge does not mediate product advertising with buying interest. this research provides important insights into the importance of product advertising and product knowledge in shaping consumer buying interest in the sMe sector. the practical implications of these findings can be used to improve marketing and promotional strategies for sMes in Palembang city. 1. Introduction in the modern era of consumerism and marketing, the influence of advertising on consumer behavior has become very important. Product advertising functions as a powerful tool, not only shaping consumer perceptions but also their purchasing decisions (handayani, 2022; hermiyenti & Wardi, 2019). this research investigates the complex dynamics of how product advertising influences purchase intention, with a particular focus on the mediating role of product knowledge and product quality (Dapas et al., 2019). in an age where consumers are bombarded with an abundance of advertising through various channels, understanding the exact mechanisms through which advertising exerts its impact is crucial for businesses looking to optimize their marketing strategies (andespa, 2017). the idea that advertising influences purchasing decisions is widely accepted, but the underlying process is more complex than it first appears. Product knowledge represents the depth of information a consumer has about a particular product or brand. this not only influences the formation of perceptions but also becomes the basis for making appropriate decisions (hatta et al., 2018). On the other hand, product quality is a fundamental determinant of overall customer satisfaction and loyalty (Demir et al., 2020). the hypothesis here is that advertising acts as a catalyst, facilitating the development of product knowledge and shaping perceptions of product quality, which in turn influences purchase intention (harmen et al., 2022). By exploring these © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT sulaiman Helmi [email protected] Faculty of social and Humanities, universitas Bina Darma, Palembang, indonesia https://doi.org/10.1080/23311975.2024.2349253 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 8 november 2023 revised 1 april 2024 accepted 24 april 2024 SUBJECTS economics; environmental economics; human; Management; sMes KEYWORDS Product advertising; product knowledge; product quality; buying interest; sMes REVIEWING EDITOR len tiu Wright, De Montfort University Faculty of Business and law, United kingdom of great Britain and northern ireland 2 B. setYaDi etal. interconnections, this research provides valuable insights into both marketing and consumer behavior (kalia etal., 2022). a deeper understanding of the link between advertising, product knowledge, product quality, and purchase intent can give businesses the tools they need to design more effective advertising campaigns, improve product development, and ultimately foster stronger customer relationships. this research attempts to fill the empirical gap in our understanding of how product advertising influences purchase intentions, by using product knowledge and product quality as mediators. there is a lack of research that comprehensively explores the temporal aspects of the impact of product advertising. Understanding how the impact of advertising develops over time, taking into account both short-term and long-term perspectives, is essential for designing sustainable and effective advertising strategies (Putri & arif, 2023). With the proliferation of digital platforms, there is a need to investigate the complex interactions between various advertising channels (Milne & Parboteeah, 2016). the effects of interactions and synergies between traditional media, social media and other new platforms are still under-explored, leaving a critical gap in our understanding of contemporary advertising dynamics (imaningsih, 2018). incorporating neuroscience methodologies to understand the cognitive and emotional responses triggered by product advertising is an area with great potential (nekmahmud & Fekete-Farkas, 2020). a deeper exploration of the neural mechanisms underlying consumer reactions can provide valuable insights for crafting emotionally resonant and memorable advertising campaigns (suhaily & Darmoyo, 2019). to date, most studies examining the influence of product advertising have focused on its direct impact on purchase intentions, without considering the possible mediating role in this relationship. On the other hand, a number of studies exploring the role of product knowledge and product quality in consumer decisions tend to ignore the impact of advertising as a relevant factor (lăzăroiu etal., 2020). the existing literature on product advertising often lacks a thorough exploration of the moderation mechanisms involved. in particular, there is a need to investigate how varying levels of consumer product knowledge can strengthen or reduce the impact of advertising on outcomes such as purchase intentions (rose & rodhiah, 2023). Previous research has not sufficiently distinguished the level of product knowledge. there is a gap in understanding how consumers with low, medium, and high levels of product knowledge respond differently to advertising stimuli, thereby influencing their decision-making processes and behavioral outcomes (Maltio & Wardi, 2019; nekmahmud & Fekete-Farkas, 2020). there is a clear gap in understanding how varying consumer perceptions of product quality can enhance or weaken the impact of advertising efforts on outcomes such as purchase intentions. Previous research has not sufficiently differentiated between different levels of perceived product quality (Brata et al., 2017; gunawan, 2022). there is a need to explore how consumers with varying perceptions of product quality respond differently to advertising stimuli, thereby influencing the decision-making process and subsequent behavioral outcomes. in the real world, product advertising plays a central role in shaping product knowledge and perceptions regarding quality (tarnovskaya, 2017). therefore, this empirical gap reflects an imbalance in our understanding of the complex relationship between product advertising, product knowledge, product quality, and purchase intentions. this research is important in several contexts. First, for businesses and advertisers, understanding the interactions between product advertising, product knowledge, product quality, and purchase intent provides deeper insights for optimizing marketing strategies (tabaku & cerri, 2016). By understanding how advertising can shape product knowledge and perceptions of quality, companies can design more effective and efficient campaigns. second, this research has the potential to provide benefits to consumers. consumers who know more about products and their quality will be able to make smarter and more satisfying purchasing decisions (hatta et al., 2018). therefore, this research prioritizes consumer protection and customer satisfaction. the novelty of this research lies in the approach that combines elements that have previously been studied separately. this research is one of the first studies to systematically analyze how product advertising influences purchase intentions through product knowledge and perceived product quality as mediators. additionally, this research seeks to generalize the findings across different types of products and advertising, allowing the results of this research to have broader application across a variety of industries. thus, this research has the potential to provide more comprehensive insight and can be widely applied in the world of marketing. this research can also fill this empirical gap and create a deeper understanding of this complex process, it is hoped that this research will provide a valuable contribution to the marketing and consumer behavior literature. in addition, it is hoped that the cOgent BUsiness & ManageMent 3 findings of this research will provide a basis for more strategic and appropriate decision making for business people, thereby enabling them to make maximum use of advertising potential to encourage consumer interest and increase their profits. therefore, this research aims to analyze the effect of product advertising on purchase interest which is mediated by product knowledge with the following research questions. rQ 1. Does product advertising influence consumer buying interest? rQ 2. Does product advertising influence consumer product knowledge? rQ 3. Does product knowledge directly influence consumer buying interest? rQ 4. Does product quality influence consumer buying interest? rQ 5. Does product knowledge mediate product advertising with consumer buying interest? 2. Literature review 2.1. Stimuli-organism-response (SOR) theory the sOr (stimuli Organism response) theory was proposed by Mehrabian and russell (1974) the development of this theory began with environmental psychology, but is now developing not only in the field of psychology. the sOr theoretical model includes three stages, namely stimulus (s), organism (O), and response (r). Definition of stimulus (s) according to eroglu et al. (2001) is a cause that is influenced by a person’s internal state or can be said to be an influence that can stimulate a person. according to Bagozzi (1986), consumer behavior described in sOr theory states that the stimulus produced comes from outside a person. Organism (O) refers to an individual’s intermediary affective and cognitive states that mediate the influence of a stimulus on an individual’s response (Wu & li, 2018). Furthermore, according to the sOr theoretical model, it also explains that the response (r) is a person’s final result or final decision, which is described by approach or avoidance behavior (Donovan et al., 1994; sherman et al., 1997). thus, the sOr theoretical model builds a method of human behavior by analyzing human cognitive and affective states that are influenced by environmental stimuli (Jeris et al., 2022). according to Barbu etal. (2021) sOr theory is able to explain all behavior caused by various marketing stimuli and psychological factors. 2.2. Latent state trait theory latent state trait theory (lst) is a psychological theory developed by steyer et al.,(2015) stated that human behavior depends on environmental factors or conditions (circumstances), individual factors (traits) and the interaction between these two determining factors. a trait reflected in personal characteristics is relatively stable in various situations and can give rise to differences between two individuals (hertzog & nesselroade, 1987). in contrast, mental states refer to personal attributes that tend to vary depending on environmental conditions (hertzog & nesselroade, 1987) and states can differentiate one situation from another in a person’s life (Wells et al., 2009). Pornpitakpan & han, 2013) suggests that online and offline shopping preference factors have a positive influence on shopping behavior. chen etal. (2016) revealed that the appropriate theory to describe purchasing behavior in the context of social commerce and e-commerce is the latent state trait theory (lst). 2.3. Product advertising Product advertising is a dynamic field that plays an important role in shaping consumer behavior and brand success (nekmahmud & Fekete-Farkas, 2020). Visual elements, emotional appeals, and the use of celebrities have been explored as key influences in advertising effectiveness (suhaily & Darmoyo, 2019). the emergence of social media has introduced a new dimension, which emphasizes consumer engagement through content and interactive platforms (nekmahmud & Fekete-Farkas, 2020). cross-cultural considerations highlight the need for culturally tailored campaigns, as cultural norms have a significant impact on how advertising is received. trust and transparency remain important, as deceptive advertising will erode consumer trust. the frequency and repetition of advertising has been examined, emphasizing 4 B. setYaDi etal. the importance of striking a balance (Manko, 2022). Behavioral targeting and online advertising raise concerns about consumer privacy and attitudes. rOi metrics and integrated marketing communications have emerged as valuable tools for assessing campaign effectiveness and ensuring consistency in messaging (alexandrescu & Milandru, 2018). Understanding the ins and outs of product advertising is critical for businesses looking to connect with their target audience and drive consumer purchasing decisions. Product advertising can influence consumer perceptions of product quality (irmawanti & Puspita, 2021). advertisements that highlight product features and benefits can form certain expectations in consumers’ minds (Wirakurnia et al., 2022). if the product meets or exceeds these expectations when used, then consumers will consider the product to be of high quality (landry etal., 2014). highlighting a product’s advantages over competing products in advertising can influence perceptions of quality (Milne & Parboteeah, 2016). Based on this explanation, the hypothesis proposed in this research is as follows: h1: there is a significant influence of product advertising on purchase interest. h2: there is a significant influence of product advertising on product knowledge. 2.4. Product knowledge Product knowledge is a basic concept in consumer behavior research, it is important to understand how consumers evaluate and choose products (rachmawati et al., 2022). research has shown that consumers with higher levels of product knowledge tend to make more informed purchasing decisions, showing a preference for products that align with their specific needs and preferences (siyabi & shekaili, 2021). the acquisition of product knowledge can be influenced by various sources, including advertising, word of mouth, and previous experience, each of which impacts the depth and accuracy of consumer understanding (rose & rodhiah, 2023). additionally, research shows that there is a strong correlation between product knowledge and brand loyalty, because consumers tend to stick with brands they trust and are familiar with (rahman etal., 2015). Understanding the role of product knowledge is critical for businesses looking to adapt their marketing strategies and increase consumer satisfaction and loyalty. the influence of product knowledge on purchasing interest can be seen through several aspects. knowledge about a product can influence consumers’ decisions to buy (adriani, 2020). consumers who have a good understanding of a product tend to have a higher level of trust in that product (agustin & hakim, 2022). When someone understands the features and benefits of a product, they are more likely to believe the claims made by the brand (ekaputri & Widowati, 2022). By understanding the product well, consumers can compare and evaluate alternatives more quickly and efficiently, thereby speeding up the purchasing decision making process (Varadarajan, 2020). consumers with high product knowledge are often a source of information for friends, family, and coworkers. their recommendations can increase buying interest on their social networks. Based on this description, the hypothesis proposed is as follows: h3: there is a significant influence of Product knowledge on Purchase intention. h5: there is a mediating effect of Product knowledge on the relationship between Product advertising and Purchase interest. 2.5. Product quality Product quality is a central theme in consumer behavior and marketing research, serving as an important determinant of consumer satisfaction and loyalty (am et al., 2022). a number of studies have underscored the impact of product quality on purchasing decisions, highlighting that consumers are willing to pay more for products that are perceived to be of higher quality (Fadli etal., 2022). research shows that perceived quality can be influenced by various factors, including brand reputation, product attributes, and customer reviews (nasrullah et al., 2020). in addition, research has revealed the importance of consistency in providing quality, because poor product quality can cause brand erosion and reduced consumer trust (Pratiwi et al., 2019). Understanding the nuances of product quality is critical for businesses looking to build a strong brand reputation, grow customer loyalty, and remain competitive in the marketplace. cOgent BUsiness & ManageMent 5 Product quality plays an important role in influencing consumer buying interest. consumers often associate product quality with lower risk. high-quality products are considered more reliable and less likely to disappoint. although high-quality products may be more expensive, consumers often view them as better value because of their long-term benefits, such as durability or better performance. consumers tend to recommend high-quality products to friends and family, which can increase purchasing interest in their social networks. Product quality can be the main differentiator from competing products, making consumers more interested in buying. Purchase intention, an important concept in consumer behavior research, reflects an individual’s inclination towards a product or service (rachman et al., 2015). this dimension of consumer behavior has been the subject of extensive research, highlighting various factors that influence purchase intentions (hatta et al., 2018). research in this domain highlights the role of various elements, including product attributes, advertising, price, and social influence, in shaping consumer interest in making purchases (Zaridis & logotheti, 2020). Furthermore, research shows that consumer involvement, trust, and previous experience with a brand or product significantly influence purchase intention. additionally, with the increasing importance of e-commerce, online reviews and recommendations have emerged as key drivers of purchase intention (andespa, 2017). a comprehensive understanding of purchasing interest is very important for businesses, allowing them to adjust their marketing strategies and increase their attractiveness in the eyes of consumers, thereby ultimately driving sales and achieving success in the market. Based on this description, the proposed research hypothesis is as follows: h4: there is a significant influence of product quality on purchase interest. 2.7. Conceptual collaboration the conceptual framework is the foundation of our research, guiding our exploration of ‘the impact of Product advertising on Purchase intentions Mediated by Product knowledge.’ this framework defines the relationships between these key variables, forming our hypotheses and research methodology. this allows us to reveal how product advertising influences purchasing interest through the mediation of product knowledge and product quality. in this section, we will present and justify the components of this framework, as well as provide a roadmap for future analysis and findings (Figure 1). 3. Method 3.1. Research methods the research method used in this study is a survey with a cross-sectional design (creswell & clark, 2011). this survey was chosen because it allows researchers to collect data from various respondents at a certain point in time. in the realm of empirical survey research, a cross-sectional approach is adopted to describe the relationships between variables studied at a single point in time without considering changes over time (creswell, 2022). the use of quantitative methods is also applied to measure how much impact product advertising has on purchasing interest which is mediated by product knowledge more objectively. the choice of survey method and cross-sectional design was based on the research objective of evaluating previously formulated hypotheses without carrying out additional interventions on the variables studied. thus, this method allows researchers to get a broader picture of the relationship between product advertising, product knowledge, and purchase intention without directly influencing these variables. Overall, this approach is considered suitable to explore more deeply the influence of product advertising on purchase intention mediated by product knowledge in the context of this research. 3.2. Population and sample Population of small and Medium enterprises (UkM) owners in Palembang city. By choosing Palembang city as the research location, we obtained a relevant picture of the impact of product advertising on 6 B. setYaDi etal. purchase intention mediated by product knowledge in a specific local context. this population consists of 500 MsMes. a sample of 201 respondents was selected randomly using probability sampling techniques. random sample selection ensures representativeness and diversity in the sample, so that research results can be more generally applied to a larger population. thus, the use of probability sampling techniques provides high validity in generalizing the findings of this research to the sMe population in Palembang city as a whole (Fraenkel & Wallen, 2009). however, in this case, the number of participants in the research sample was 201 participants selected through random sampling. the respondent’s name is conveyed confidentially to fulfill the initial agreement before interviewing or filling out the questionnaire given to them. the goal is to gain respondent’s trust so that they are eager to answer each question on the research questionnaire comfortably and stress-free. respondent’s recruitment is conducted ethically, and everyone volunteers to act as a respondent’s. Before providing answers to the research questionnaire, consent was completed, and respondent’s permission was obtained to publish the results of the respondent’s answers regarding the completed questionnaire. We explain the purpose of this research and give respondents the freedom to choose to answer each question or not. additionally, in this study, we have obtained informed consent from all participants involved. Before participating, respondents were informed about the purpose of the study, procedures, potential risks and benefits, and the rights of respondents. respondents were guaranteed confidentiality of their data and their right to withdraw from the study at any time without consequences. consent was obtained both in writing and verbally, according to the respondent’s preference. this research was conducted in accordance with ethical and regulatory guidelines governing research involving human participants. 3.3. Research instrument data collection techniques the data collection technique in this research uses a questionnaire prepared on a likert scale from 1 to 5. this questionnaire was created based on previous relevant research and has passed a strict validity and Figure 1. Conceptual Model. source: author’s synthesis (2023). cOgent BUsiness & ManageMent 7 reliability assessment (am et al., 2023). the use of a likert scale allows respondents to express their level of agreement or disagreement with the statements given, thereby providing a more detailed picture of their perceptions of the variables studied (am & setiawati, 2023). to provide a more comprehensive picture, the construct variables are presented in table 1. table 1 describes the indicators used to measure construct variables such as Product advertising, Product knowledge, Product Quality, and Purchase intention. each indicator is given a code that will be used in subsequent data analysis. it is hoped that the use of a questionnaire with a likert scale and the decomposition of the construct variables in this table will provide sufficiently detailed and reliable data to analyze the influence of product advertising on purchasing interest mediated by product knowledge in the context of this research. 3.4. Data analysis techniques the data analysis technique that will be used in this research is structural equation Modeling (seM) using Partial least square (Pls). this approach follows the methodology outlined by hair etal. (2019) as well as important stages such as model specification, parameter estimation, structural model testing, and hypothesis evaluation, as explained by hair et al. (2017). the choice of seM Pls as a data analysis method is based on its ability to reveal complex relationships between the variables studied, especially in the context of this research which involves interactions between product advertising, product knowledge, and purchase interest. the Pls variant of seM offers a powerful statistical technique, which is indispensable for exploring the relationships and interactions of complex variables in this research (hair et al., 2022). Partial least squares structural equation Modeling (Pls-seM) which uses the Pls algorithm and Bootstrapping. the Pls algorithm will produce information in the form of construct validity and reliability values (convergent), discriminant validity, r square, F square, srMr (Model Fit), and Multicollinearity. Bootstrapping, as a non-parametric procedure, aims to deal with the problem of non-normal data, especially if the sample is small (less than 100 respondents) (hair et al., 2019). Bootstrapping calculations in multiple linear regression will produce path coefficients (direct effect) which aims to determine whether the independent variable has a significant influence on the dependent variable directly. By using these two models simultaneously, it is hoped that it can provide a comprehensive understanding of the relationship between variables in the research context of the influence of Product advertising on Purchase interest Mediated by Product knowledge (tables 2 and 3). Table 1. Variable construct. Variable indicator Code Product advertising advertising Z1 Private sales Z2 sales promotion Z3 Public Relations Z4 From mouth to mouth Z5 Direct marketing Z6 Product knowledge Product knowledge a1 Buy knowledge a2 usage knowledge a3 Product quality show B1 Durability B2 Conformity to specifications B3 Feature B4 Reliability B5 aesthetics B6 Buying interest attention Y1 interest Y2 Hatred Y3 Confession Y4 Source: author’s synthesis (2023). 14 B. setYaDi etal. theory (kiwanuka, 2015). this theory states that consumers learn about new products through a diffusion process in which information about the product is spread through communication channels, including advertising (Zhang etal., 2015). in this context, product advertising acts as a communication channel that introduces new products or product-related information to consumers. through advertising, consumers gain knowledge about product features, benefits, and advantages, which can influence their level of knowledge about the product. Previous research has confirmed that product advertising has a significant influence on consumers’ product knowledge (Wirakurnia etal., 2022). advertising can help increase consumer awareness about products, strengthen their knowledge of product attributes, and help them understand the added value and benefits offered by the product. these findings are in line with findings from previous research that supports a positive relationship between product advertising and consumer product knowledge (akbar et al., 2020; Varadarajan, 2020). in the context of this research, the findings showing a significant relationship between product advertising and consumer product knowledge can be supported by previous theory and research in the field of marketing. the implication of these findings is the importance of effective advertising strategies in increasing consumer knowledge about products, which in turn can influence consumer perceptions and attitudes towards these products. therefore, the use of appropriate and effective advertising is a key factor in achieving product marketing success. 5.3. Product knowledge directly influences consumer buying interest the direct influence of product knowledge on consumer buying interest is very important in understanding consumer behavior and marketing strategy. Based on previous findings and data analysis, it can be concluded that product knowledge directly influences consumer buying interest. One theory that is relevant to explain this relationship is the elaboration likelihood theory (Petty et al., 1988). this theory suggests that consumers process information carefully depending on their motivation and abilities (shahab et al., 2021). in this context, product knowledge acts as information processed by consumers in forming their purchasing interest. consumers who have better knowledge about the product tend to carry out more in-depth and careful information processing, which can increase their purchasing interest in the product. Previous research has shown that product knowledge directly influences consumer purchase intention (andespa, 2017; Yustika et al., 2023). consumers who have better knowledge about products tend to have higher purchasing interest because they are better able to recognize the value and benefits of the product and understand how the product meets their needs or desires (anggraeni etal., 2022). this finding is consistent with previous research which shows a positive relationship between product knowledge and consumer purchase intention (Wahyuni, 2021). in the context of this research, the findings showing the direct influence of product knowledge on consumer buying interest can be supported by previous theory and research in the field of marketing. the implication is the importance of increasing consumer knowledge about products through an effective marketing approach, including the use of clear and relevant information in product advertising and promotions. thus, a deep understanding of the product can be the key to influencing consumer buying interest and improving product marketing performance. 5.4. Product quality influences consumer buying interest the influence of product quality on consumer buying interest is very important in the context of product marketing. Based on previous findings and data analysis, it can be concluded that product quality has a significant influence on consumer buying interest. One theory that is relevant to explain this relationship is the Perceived Quality theory (Wu et al., 2013). this theory states that consumers’ perceptions of product quality will influence their attitudes and purchasing interest towards the product (eckert & Bradley, 1998). consumers tend to have a higher purchase interest in products that are considered to have high or better quality. Previous research has shown that product quality has a significant impact on consumer purchase intention (cempena etal., 2021; tran etal., 2013). consumers generally tend to be more interested in purchasing products that have a reputation for good quality, because they believe that these products will provide higher value and satisfaction (shih & Montes, 2022). this finding is also in line with customer satisfaction theory, which emphasizes that product quality is one of the main factors influencing customer satisfaction, which in turn can influence consumer purchasing interest and loyalty (ingle & Mahesh, 2022; cOgent BUsiness & ManageMent 15 saleh etal., 2017). in the context of this research, the findings showing the influence of product quality on consumer buying interest can be supported by previous theory and research in the field of marketing. the implication is the importance of focusing on developing and maintaining high product quality as a strategy to increase consumer buying interest. efforts to improve consumer perceptions of product quality can be the key to improving marketing performance and gaining a competitive advantage in the market. 5.5. The role of product knowledge in mediating product advertising with consumer purchasing interest t he role of product knowledge in mediating between product advertising and consumer purchase interest is an important aspect in understanding consumer behavior and marketing strategy. Based on previous findings and data analysis, it can be concluded that product knowledge plays an important role in connecting product advertising and consumer purchasing interest. One of the relevant theories to explain this relationship is the Marketing communication Model (Vieira etal., 2019). this theory emphasizes that advertising acts as a communication channel that influences consumer perceptions and attitudes towards products (krizanova et al., 2019). in this context, product knowledge acts as a mediator between the advertising message and consumer response, because advertising introduces information about the product to consumers, which can then influence their knowledge about the product and ultimately influence their purchasing interest (Wahyuni, 2021; Yustika et al., 2023). Previous research has shown that product knowledge mediates the relationship between product advertising and consumer purchase intention (Bala & Verma, 2018; krizanova etal., 2019). Product advertising can increase consumers’ knowledge about certain products, which in turn influences their purchasing interest. this finding is in line with previous research which shows that product knowledge plays an important role in the process of forming consumer purchasing interest, especially in the context of marketing communications. (helmi etal., 2022; raji etal., 2019). in the context of this research, the findings showing the mediating role of product knowledge between product advertising and consumer purchase interest can be supported by previous theory and research in the field of marketing. the implication is the importance of paying attention to and managing product knowledge as part of a marketing communications strategy. efforts to increase consumer knowledge about products through effective advertising can help increase purchasing interest and create stronger relationships between brands and consumers. 6. Research implications and limitations this research has significant implications both theoretically and practically. theoretically, the main contribution lies in a deeper understanding of marketing communications, especially in the context of the influence of product advertising on consumer purchasing interest. these findings can enrich marketing communications theory by clarifying the mechanisms of advertising influence on consumer behavior, as well as encouraging the development of more comprehensive mediation models. Practically, these findings have direct implications for the management of marketing communications carried out by practitioners. they can use the results of this research to design more effective marketing communication strategies, with a focus on developing advertising that can increase consumer knowledge of products and strengthen their buying interest. in addition, this research can also help companies optimize their promotional budgets, by allocating promotional investments more efficiently based on a better understanding of the relationship between product advertising, product knowledge and consumer purchasing interest. however, it should be noted that this study has limitations, especially in the context of the generalizability of the findings to a wider population and the possibility of bias or methodological weaknesses that cannot be completely avoided. 7. Conclusion this research has provided a deeper understanding of the correlation between product advertising, product knowledge, and consumer purchasing interest. Data analysis findings confirm that product advertising has a significant influence on consumer purchasing interest, both directly and through increasing product 16 B. setYaDi etal. knowledge. in addition, product knowledge is proven to play an important role as a link between product advertising and consumer purchasing interest. the implications of this research underscore the importance of attending to and managing product knowledge as an integral part of an effective marketing communications strategy. With a better understanding of the complex relationship between product advertising, product knowledge, and consumer purchase intentions, marketing practitioners are encouraged to design more targeted strategies to influence consumer behavior and improve their product marketing performance. however, it is important to note that generalization of the findings of this study must be done with caution to the broader population, as well as considering methodological limitations that may influence the interpretation of the results. For small and Medium enterprises (sMes), this research provides encouragement to focus on building brand trust through advertising that prioritizes product quality and knowledge. innovative advertising strategies that appeal to viewers emotionally, such as through stories or user-generated content, can also be explored. For further research, it is recommended to explore the most suitable advertising strategies and channels for sMes in Palembang. Further analysis of the influence of cultural and regional factors on advertising effectiveness could also provide more specific insights into this context. additionally, research into the long-term impact of advertising on brand loyalty and repeat purchases is expected to provide sMes with more comprehensive insight into their customer base and potential for continued success. thus, this research provides a valuable contribution in enriching understanding of the dynamics of marketing communications and consumer behavior, making it useful for practitioners, researchers and other stakeholders in the marketing field. Authors contributions First author: conceptualization, introduction, Writing-Original Draft Preparation, Writing-review and editing. second author: Methodology, Validation, Formal analysis. conceptualization, Writing-review and editing. third author: Methodology, supervision and editing. Disclosure statement the author confirms that this research was conducted without personal, commercial, or financial interests, and hereby declares no conflict of interest with funding sources. Citation information cite this article as: the impact of Product advertising on Purchase intentions Mediated by Product knowledge and Product Quality. Funding the research conducted by the author was not financially supported by any external source. About the authors Bakti Setyadi is a senior lecturer at the Faculty of economics, Bina Darma University, Palembang. he has a strong educational background and extensive experience in accounting and tax. apart from teaching, he is also active as a practitioner and has served as tax Director at Baker hughes group since 1997. he has been involved in various global projects and has handled more than 180 tax and customs audits. he is also active in seminars and scientific writing and is a member of iai. he can be reached at [email protected] Sulaiman Helmi is an accomplished academic and professional specializing in economics and management. holding a Ph.D. in economy Management and serving as head of the Management Master’s study Field at Bina Darma University, he has made significant contributions to academia and industry. With a diverse research portfolio spanning marketing, entrepreneurship, and leadership, he has authored numerous publications in esteemed journals. he can be reached at [email protected].id Adi Santoso is a senior lecturer in the Department of Management, Faculty of economics at Muhammadiyah University, Ponorogo. his research interests are Marketing, entrepreneurship, tourism, and small business management. he can be reached at [email protected] cOgent BUsiness & ManageMent 17 Data availability statement the data underlying the findings of this investigation can be obtained by contacting the corresponding author upon reasonable request. References adriani, l. (2020). Pengaruh islamic religiosity dan halal knowledge terhadap purchase intention kosmetik halal dimediasi oleh attitude terhadap produk halal di indonesia. AL-MUZARA'AH, 8(1), 57–72. https://doi.org/10.29244/ jam.8.1.57-72 agustin, D. n., & hakim, l. (2022). 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