Se yadi, Bak i; Helmi, Sulaiman; San oso, Adi
A icle
Un a eling he in luence o p oduc ad e ising on
consume buying in e es : explo ing p oduc knowledge,
p oduc quali y, and media ion e ec s
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Se yadi, Bak i; Helmi, Sulaiman; San oso, Adi (2024) : Un a eling he in luence
o p oduc ad e ising on consume buying in e es : explo ing p oduc knowledge, p oduc
quali y, and media ion e ec s, Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis,
Abingdon, Vol. 11, Iss. 1, pp. 1-20,
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Un a eling he influence o p oduc ad e ising
on consume buying in e es : explo ing p oduc
knowledge, p oduc quali y, and media ion
effec s
Bak i Se yadi, Sulaiman Helmi & Adi San oso
To ci e his a icle: Bak i Se yadi, Sulaiman Helmi & Adi San oso (2024) Un a eling he
influence o p oduc ad e ising on consume buying in e es : explo ing p oduc knowledge,
p oduc quali y, and media ion effec s, Cogen Business & Managemen , 11:1, 2349253, DOI:
10.1080/23311975.2024.2349253
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2024, VoL. 11, no. 1, 2349253
Un a eling he in luence o p oduc ad e ising on consume
buying in e es : explo ing p oduc knowledge, p oduc quali y, and
media ion e ec s
Bak i se yadia, sulaiman helmia and adi san osob
aFacul y o social and Humani ies, uni e si as Bina Da ma, Palembang, indonesia; bMuhammadiyah uni e si y o Pono ogo,
Pono ogo, indonesia
ABSTRACT
ad e ising has a c ucial ole in inc easing isibili y, building consume image and us
in he b and o p oduc o e ed. his esea ch aims o in es iga e he e ec o p oduc
ad e ising on pu chasing in e es media ed by p oduc knowledge among small and
Medium en e p ises (UkM) owne s in Palembang ci y. a su ey me hod wi h a
c oss-sec ional design was used o collec da a om 201 andomly selec ed esponden s
using p obabili y sampling echniques. a like scale-based ques ionnai e om 1 o 5
was used o collec da a on p oduc ad e ising a iables, p oduc knowledge, p oduc
quali y and pu chase in e es . he da a analysis echnique uses s uc u al equa ion
Modeling (seM) wi h Pa ial leas squa e (Pls) o es he ela ionship be ween
a iables. he indings show ha he e is a signi ican in luence o p oduc ad e ising
on buying in e es and p oduc knowledge. apa om ha , p oduc quali y also has a
signi ican in luence on buying in e es . Media ion e ec analysis shows p oduc
knowledge does no media e p oduc ad e ising wi h buying in e es . his esea ch
p o ides impo an insigh s in o he impo ance o p oduc ad e ising and p oduc
knowledge in shaping consume buying in e es in he sMe sec o . he p ac ical
implica ions o hese indings can be used o imp o e ma ke ing and p omo ional
s a egies o sMes in Palembang ci y.
1. In oduc ion
in he mode n e a o consume ism and ma ke ing, he in luence o ad e ising on consume beha io
has become e y impo an . P oduc ad e ising unc ions as a powe ul ool, no only shaping con-
sume pe cep ions bu also hei pu chasing decisions (handayani, 2022; he miyen i & Wa di, 2019). his
esea ch in es iga es he complex dynamics o how p oduc ad e ising in luences pu chase in en ion,
wi h a pa icula ocus on he media ing ole o p oduc knowledge and p oduc quali y (Dapas e al.,
2019). in an age whe e consume s a e bomba ded wi h an abundance o ad e ising h ough a ious
channels, unde s anding he exac mechanisms h ough which ad e ising exe s i s impac is c ucial o
businesses looking o op imize hei ma ke ing s a egies (andespa, 2017). he idea ha ad e ising
in luences pu chasing decisions is widely accep ed, bu he unde lying p ocess is mo e complex han i
i s appea s.
P oduc knowledge ep esen s he dep h o in o ma ion a consume has abou a pa icula p oduc
o b and. his no only in luences he o ma ion o pe cep ions bu also becomes he basis o making
app op ia e decisions (ha a e al., 2018). On he o he hand, p oduc quali y is a undamen al de e mi-
nan o o e all cus ome sa is ac ion and loyal y (Demi e al., 2020). he hypo hesis he e is ha ad e -
ising ac s as a ca alys , acili a ing he de elopmen o p oduc knowledge and shaping pe cep ions o
p oduc quali y, which in u n in luences pu chase in en ion (ha men e al., 2022). By explo ing hese
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT sulaiman Helmi [email p o ec ed] Facul y o social and Humani ies, uni e si as Bina Da ma, Palembang,
indonesia
h ps://doi.o g/10.1080/23311975.2024.2349253
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 8 no embe
2023
e ised 1 ap il 2024
accep ed 24 ap il 2024
SUBJECTS
economics; en i onmen al
economics; human;
Managemen ; sMes
KEYWORDS
P oduc ad e ising;
p oduc knowledge;
p oduc quali y; buying
in e es ; sMes
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom o
g ea B i ain and
no he n i eland
2 B. se YaDi e al.
in e connec ions, his esea ch p o ides aluable insigh s in o bo h ma ke ing and consume beha io
(kalia e al., 2022). a deepe unde s anding o he link be ween ad e ising, p oduc knowledge, p oduc
quali y, and pu chase in en can gi e businesses he ools hey need o design mo e e ec i e ad e ising
campaigns, imp o e p oduc de elopmen , and ul ima ely os e s onge cus ome ela ionships.
his esea ch a emp s o ill he empi ical gap in ou unde s anding o how p oduc ad e ising in lu-
ences pu chase in en ions, by using p oduc knowledge and p oduc quali y as media o s. he e is a lack
o esea ch ha comp ehensi ely explo es he empo al aspec s o he impac o p oduc ad e ising.
Unde s anding how he impac o ad e ising de elops o e ime, aking in o accoun bo h sho - e m
and long- e m pe spec i es, is essen ial o designing sus ainable and e ec i e ad e ising s a egies
(Pu i & a i , 2023). Wi h he p oli e a ion o digi al pla o ms, he e is a need o in es iga e he complex
in e ac ions be ween a ious ad e ising channels (Milne & Pa bo eeah, 2016). he e ec s o in e ac ions
and syne gies be ween adi ional media, social media and o he new pla o ms a e s ill unde -explo ed,
lea ing a c i ical gap in ou unde s anding o con empo a y ad e ising dynamics (imaningsih, 2018).
inco po a ing neu oscience me hodologies o unde s and he cogni i e and emo ional esponses ig-
ge ed by p oduc ad e ising is an a ea wi h g ea po en ial (nekmahmud & Feke e-Fa kas, 2020). a
deepe explo a ion o he neu al mechanisms unde lying consume eac ions can p o ide aluable
insigh s o c a ing emo ionally esonan and memo able ad e ising campaigns (suhaily & Da moyo,
2019). o da e, mos s udies examining he in luence o p oduc ad e ising ha e ocused on i s di ec
impac on pu chase in en ions, wi hou conside ing he possible media ing ole in his ela ionship.
On he o he hand, a numbe o s udies explo ing he ole o p oduc knowledge and p oduc quali y
in consume decisions end o igno e he impac o ad e ising as a ele an ac o (lăză oiu e al., 2020).
he exis ing li e a u e on p oduc ad e ising o en lacks a ho ough explo a ion o he mode a ion
mechanisms in ol ed. in pa icula , he e is a need o in es iga e how a ying le els o consume p od-
uc knowledge can s eng hen o educe he impac o ad e ising on ou comes such as pu chase in en-
ions ( ose & odhiah, 2023). P e ious esea ch has no su icien ly dis inguished he le el o p oduc
knowledge. he e is a gap in unde s anding how consume s wi h low, medium, and high le els o p od-
uc knowledge espond di e en ly o ad e ising s imuli, he eby in luencing hei decision-making p o-
cesses and beha io al ou comes (Mal io & Wa di, 2019; nekmahmud & Feke e-Fa kas, 2020). he e is a
clea gap in unde s anding how a ying consume pe cep ions o p oduc quali y can enhance o weaken
he impac o ad e ising e o s on ou comes such as pu chase in en ions. P e ious esea ch has no
su icien ly di e en ia ed be ween di e en le els o pe cei ed p oduc quali y (B a a e al., 2017;
gunawan, 2022). he e is a need o explo e how consume s wi h a ying pe cep ions o p oduc quali y
espond di e en ly o ad e ising s imuli, he eby in luencing he decision-making p ocess and subse-
quen beha io al ou comes. in he eal wo ld, p oduc ad e ising plays a cen al ole in shaping p oduc
knowledge and pe cep ions ega ding quali y ( a no skaya, 2017). he e o e, his empi ical gap e lec s
an imbalance in ou unde s anding o he complex ela ionship be ween p oduc ad e ising, p oduc
knowledge, p oduc quali y, and pu chase in en ions. his esea ch is impo an in se e al con ex s. Fi s ,
o businesses and ad e ise s, unde s anding he in e ac ions be ween p oduc ad e ising, p oduc
knowledge, p oduc quali y, and pu chase in en p o ides deepe insigh s o op imizing ma ke ing s a -
egies ( abaku & ce i, 2016). By unde s anding how ad e ising can shape p oduc knowledge and pe -
cep ions o quali y, companies can design mo e e ec i e and e icien campaigns. second, his esea ch
has he po en ial o p o ide bene i s o consume s. consume s who know mo e abou p oduc s and
hei quali y will be able o make sma e and mo e sa is ying pu chasing decisions (ha a e al., 2018).
he e o e, his esea ch p io i izes consume p o ec ion and cus ome sa is ac ion.
he no el y o his esea ch lies in he app oach ha combines elemen s ha ha e p e iously been
s udied sepa a ely. his esea ch is one o he i s s udies o sys ema ically analyze how p oduc
ad e ising in luences pu chase in en ions h ough p oduc knowledge and pe cei ed p oduc quali y
as media o s. addi ionally, his esea ch seeks o gene alize he indings ac oss di e en ypes o p od-
uc s and ad e ising, allowing he esul s o his esea ch o ha e b oade applica ion ac oss a a ie y
o indus ies. hus, his esea ch has he po en ial o p o ide mo e comp ehensi e insigh and can be
widely applied in he wo ld o ma ke ing. his esea ch can also ill his empi ical gap and c ea e a
deepe unde s anding o his complex p ocess, i is hoped ha his esea ch will p o ide a aluable
con ibu ion o he ma ke ing and consume beha io li e a u e. in addi ion, i is hoped ha he
cOgen BUsiness & ManageMen 3
indings o his esea ch will p o ide a basis o mo e s a egic and app op ia e decision making o
business people, he eby enabling hem o make maximum use o ad e ising po en ial o encou age
consume in e es and inc ease hei p o i s. he e o e, his esea ch aims o analyze he e ec o
p oduc ad e ising on pu chase in e es which is media ed by p oduc knowledge wi h he ollowing
esea ch ques ions.
Q 1. Does p oduc ad e ising in luence consume buying in e es ?
Q 2. Does p oduc ad e ising in luence consume p oduc knowledge?
Q 3. Does p oduc knowledge di ec ly in luence consume buying in e es ?
Q 4. Does p oduc quali y in luence consume buying in e es ?
Q 5. Does p oduc knowledge media e p oduc ad e ising wi h consume buying in e es ?
2. Li e a u e e iew
2.1. S imuli-o ganism- esponse (SOR) heo y
he sO (s imuli O ganism esponse) heo y was p oposed by Meh abian and ussell (1974) he de el-
opmen o his heo y began wi h en i onmen al psychology, bu is now de eloping no only in he ield
o psychology. he sO heo e ical model includes h ee s ages, namely s imulus (s), o ganism (O), and
esponse ( ). De ini ion o s imulus (s) acco ding o e oglu e al. (2001) is a cause ha is in luenced by
a pe son’s in e nal s a e o can be said o be an in luence ha can s imula e a pe son. acco ding o
Bagozzi (1986), consume beha io desc ibed in sO heo y s a es ha he s imulus p oduced comes
om ou side a pe son. O ganism (O) e e s o an indi idual’s in e media y a ec i e and cogni i e s a es
ha media e he in luence o a s imulus on an indi idual’s esponse (Wu & li, 2018). Fu he mo e,
acco ding o he sO heo e ical model, i also explains ha he esponse ( ) is a pe son’s inal esul o
inal decision, which is desc ibed by app oach o a oidance beha io (Dono an e al., 1994; she man
e al., 1997). hus, he sO heo e ical model builds a me hod o human beha io by analyzing human
cogni i e and a ec i e s a es ha a e in luenced by en i onmen al s imuli (Je is e al., 2022). acco ding
o Ba bu e al. (2021) sO heo y is able o explain all beha io caused by a ious ma ke ing s imuli and
psychological ac o s.
2.2. La en s a e ai heo y
la en s a e ai heo y (ls ) is a psychological heo y de eloped by s eye e al.,(2015) s a ed ha
human beha io depends on en i onmen al ac o s o condi ions (ci cums ances), indi idual ac o s
( ai s) and he in e ac ion be ween hese wo de e mining ac o s. a ai e lec ed in pe sonal cha ac-
e is ics is ela i ely s able in a ious si ua ions and can gi e ise o di e ences be ween wo indi iduals
(he zog & nessel oade, 1987). in con as , men al s a es e e o pe sonal a ibu es ha end o a y
depending on en i onmen al condi ions (he zog & nessel oade, 1987) and s a es can di e en ia e one
si ua ion om ano he in a pe son’s li e (Wells e al., 2009). Po npi akpan & han, 2013) sugges s ha
online and o line shopping p e e ence ac o s ha e a posi i e in luence on shopping beha io . chen
e al. (2016) e ealed ha he app op ia e heo y o desc ibe pu chasing beha io in he con ex o social
comme ce and e-comme ce is he la en s a e ai heo y (ls ).
2.3. P oduc ad e ising
P oduc ad e ising is a dynamic ield ha plays an impo an ole in shaping consume beha io and
b and success (nekmahmud & Feke e-Fa kas, 2020). Visual elemen s, emo ional appeals, and he use o
celeb i ies ha e been explo ed as key in luences in ad e ising e ec i eness (suhaily & Da moyo, 2019).
he eme gence o social media has in oduced a new dimension, which emphasizes consume engage-
men h ough con en and in e ac i e pla o ms (nekmahmud & Feke e-Fa kas, 2020). c oss-cul u al con-
side a ions highligh he need o cul u ally ailo ed campaigns, as cul u al no ms ha e a signi ican
impac on how ad e ising is ecei ed. us and anspa ency emain impo an , as decep i e ad e ising
will e ode consume us . he equency and epe i ion o ad e ising has been examined, emphasizing
4 B. se YaDi e al.
he impo ance o s iking a balance (Manko, 2022). Beha io al a ge ing and online ad e ising aise
conce ns abou consume p i acy and a i udes. Oi me ics and in eg a ed ma ke ing communica ions
ha e eme ged as aluable ools o assessing campaign e ec i eness and ensu ing consis ency in mes-
saging (alexand escu & Miland u, 2018). Unde s anding he ins and ou s o p oduc ad e ising is c i ical
o businesses looking o connec wi h hei a ge audience and d i e consume pu chasing decisions.
P oduc ad e ising can in luence consume pe cep ions o p oduc quali y (i mawan i & Puspi a, 2021).
ad e isemen s ha highligh p oduc ea u es and bene i s can o m ce ain expec a ions in consume s’
minds (Wi aku nia e al., 2022). i he p oduc mee s o exceeds hese expec a ions when used, hen
consume s will conside he p oduc o be o high quali y (land y e al., 2014). highligh ing a p oduc ’s
ad an ages o e compe ing p oduc s in ad e ising can in luence pe cep ions o quali y (Milne &
Pa bo eeah, 2016). Based on his explana ion, he hypo hesis p oposed in his esea ch is as ollows:
h1: he e is a signi ican in luence o p oduc ad e ising on pu chase in e es .
h2: he e is a signi ican in luence o p oduc ad e ising on p oduc knowledge.
2.4. P oduc knowledge
P oduc knowledge is a basic concep in consume beha io esea ch, i is impo an o unde s and
how consume s e alua e and choose p oduc s ( achmawa i e al., 2022). esea ch has shown ha
consume s wi h highe le els o p oduc knowledge end o make mo e in o med pu chasing deci-
sions, showing a p e e ence o p oduc s ha align wi h hei speci ic needs and p e e ences (siyabi &
shekaili, 2021). he acquisi ion o p oduc knowledge can be in luenced by a ious sou ces, including
ad e ising, wo d o mou h, and p e ious expe ience, each o which impac s he dep h and accu acy
o consume unde s anding ( ose & odhiah, 2023). addi ionally, esea ch shows ha he e is a s ong
co ela ion be ween p oduc knowledge and b and loyal y, because consume s end o s ick wi h
b ands hey us and a e amilia wi h ( ahman e al., 2015). Unde s anding he ole o p oduc knowl-
edge is c i ical o businesses looking o adap hei ma ke ing s a egies and inc ease consume sa -
is ac ion and loyal y.
he in luence o p oduc knowledge on pu chasing in e es can be seen h ough se e al aspec s.
knowledge abou a p oduc can in luence consume s’ decisions o buy (ad iani, 2020). consume s who
ha e a good unde s anding o a p oduc end o ha e a highe le el o us in ha p oduc (agus in &
hakim, 2022). When someone unde s ands he ea u es and bene i s o a p oduc , hey a e mo e likely
o belie e he claims made by he b and (ekapu i & Widowa i, 2022). By unde s anding he p oduc
well, consume s can compa e and e alua e al e na i es mo e quickly and e icien ly, he eby speeding up
he pu chasing decision making p ocess (Va ada ajan, 2020). consume s wi h high p oduc knowledge
a e o en a sou ce o in o ma ion o iends, amily, and cowo ke s. hei ecommenda ions can inc ease
buying in e es on hei social ne wo ks. Based on his desc ip ion, he hypo hesis p oposed is as ollows:
h3: he e is a signi ican in luence o P oduc knowledge on Pu chase in en ion.
h5: he e is a media ing e ec o P oduc knowledge on he ela ionship be ween P oduc ad e ising and
Pu chase in e es .
2.5. P oduc quali y
P oduc quali y is a cen al heme in consume beha io and ma ke ing esea ch, se ing as an impo an
de e minan o consume sa is ac ion and loyal y (am e al., 2022). a numbe o s udies ha e unde -
sco ed he impac o p oduc quali y on pu chasing decisions, highligh ing ha consume s a e willing o
pay mo e o p oduc s ha a e pe cei ed o be o highe quali y (Fadli e al., 2022). esea ch shows ha
pe cei ed quali y can be in luenced by a ious ac o s, including b and epu a ion, p oduc a ibu es,
and cus ome e iews (nas ullah e al., 2020). in addi ion, esea ch has e ealed he impo ance o con-
sis ency in p o iding quali y, because poo p oduc quali y can cause b and e osion and educed con-
sume us (P a iwi e al., 2019). Unde s anding he nuances o p oduc quali y is c i ical o businesses
looking o build a s ong b and epu a ion, g ow cus ome loyal y, and emain compe i i e in he
ma ke place.
cOgen BUsiness & ManageMen 5
P oduc quali y plays an impo an ole in in luencing consume buying in e es . consume s o en
associa e p oduc quali y wi h lowe isk. high-quali y p oduc s a e conside ed mo e eliable and less
likely o disappoin . al hough high-quali y p oduc s may be mo e expensi e, consume s o en iew hem
as be e alue because o hei long- e m bene i s, such as du abili y o be e pe o mance. consume s
end o ecommend high-quali y p oduc s o iends and amily, which can inc ease pu chasing in e es
in hei social ne wo ks. P oduc quali y can be he main di e en ia o om compe ing p oduc s, making
consume s mo e in e es ed in buying.
Pu chase in en ion, an impo an concep in consume beha io esea ch, e lec s an indi idual’s incli-
na ion owa ds a p oduc o se ice ( achman e al., 2015). his dimension o consume beha io has
been he subjec o ex ensi e esea ch, highligh ing a ious ac o s ha in luence pu chase in en ions
(ha a e al., 2018). esea ch in his domain highligh s he ole o a ious elemen s, including p oduc
a ibu es, ad e ising, p ice, and social in luence, in shaping consume in e es in making pu chases
(Za idis & logo he i, 2020). Fu he mo e, esea ch shows ha consume in ol emen , us , and p e ious
expe ience wi h a b and o p oduc signi ican ly in luence pu chase in en ion. addi ionally, wi h he
inc easing impo ance o e-comme ce, online e iews and ecommenda ions ha e eme ged as key d i -
e s o pu chase in en ion (andespa, 2017). a comp ehensi e unde s anding o pu chasing in e es is e y
impo an o businesses, allowing hem o adjus hei ma ke ing s a egies and inc ease hei a ac i e-
ness in he eyes o consume s, he eby ul ima ely d i ing sales and achie ing success in he ma ke .
Based on his desc ip ion, he p oposed esea ch hypo hesis is as ollows:
h4: he e is a signi ican in luence o p oduc quali y on pu chase in e es .
2.7. Concep ual collabo a ion
he concep ual amewo k is he ounda ion o ou esea ch, guiding ou explo a ion o ‘ he impac o
P oduc ad e ising on Pu chase in en ions Media ed by P oduc knowledge.’ his amewo k de ines he
ela ionships be ween hese key a iables, o ming ou hypo heses and esea ch me hodology. his
allows us o e eal how p oduc ad e ising in luences pu chasing in e es h ough he media ion o
p oduc knowledge and p oduc quali y. in his sec ion, we will p esen and jus i y he componen s o
his amewo k, as well as p o ide a oadmap o u u e analysis and indings (Figu e 1).
3. Me hod
3.1. Resea ch me hods
he esea ch me hod used in his s udy is a su ey wi h a c oss-sec ional design (c eswell & cla k, 2011).
his su ey was chosen because i allows esea che s o collec da a om a ious esponden s a a ce -
ain poin in ime. in he ealm o empi ical su ey esea ch, a c oss-sec ional app oach is adop ed o
desc ibe he ela ionships be ween a iables s udied a a single poin in ime wi hou conside ing
changes o e ime (c eswell, 2022). he use o quan i a i e me hods is also applied o measu e how
much impac p oduc ad e ising has on pu chasing in e es which is media ed by p oduc knowledge
mo e objec i ely. he choice o su ey me hod and c oss-sec ional design was based on he esea ch
objec i e o e alua ing p e iously o mula ed hypo heses wi hou ca ying ou addi ional in e en ions
on he a iables s udied. hus, his me hod allows esea che s o ge a b oade pic u e o he ela ion-
ship be ween p oduc ad e ising, p oduc knowledge, and pu chase in en ion wi hou di ec ly in luenc-
ing hese a iables. O e all, his app oach is conside ed sui able o explo e mo e deeply he in luence o
p oduc ad e ising on pu chase in en ion media ed by p oduc knowledge in he con ex o his
esea ch.
3.2. Popula ion and sample
Popula ion o small and Medium en e p ises (UkM) owne s in Palembang ci y. By choosing Palembang
ci y as he esea ch loca ion, we ob ained a ele an pic u e o he impac o p oduc ad e ising on
6 B. se YaDi e al.
pu chase in en ion media ed by p oduc knowledge in a speci ic local con ex . his popula ion consis s
o 500 MsMes. a sample o 201 esponden s was selec ed andomly using p obabili y sampling ech-
niques. andom sample selec ion ensu es ep esen a i eness and di e si y in he sample, so ha esea ch
esul s can be mo e gene ally applied o a la ge popula ion. hus, he use o p obabili y sampling ech-
niques p o ides high alidi y in gene alizing he indings o his esea ch o he sMe popula ion in
Palembang ci y as a whole (F aenkel & Wallen, 2009).
howe e , in his case, he numbe o pa icipan s in he esea ch sample was 201 pa icipan s selec ed
h ough andom sampling. he esponden ’s name is con eyed con iden ially o ul ill he ini ial ag ee-
men be o e in e iewing o illing ou he ques ionnai e gi en o hem. he goal is o gain esponden ’s
us so ha hey a e eage o answe each ques ion on he esea ch ques ionnai e com o ably and
s ess- ee. esponden ’s ec ui men is conduc ed e hically, and e e yone olun ee s o ac as a espon-
den ’s. Be o e p o iding answe s o he esea ch ques ionnai e, consen was comple ed, and esponden ’s
pe mission was ob ained o publish he esul s o he esponden ’s answe s ega ding he comple ed
ques ionnai e. We explain he pu pose o his esea ch and gi e esponden s he eedom o choose o
answe each ques ion o no .
addi ionally, in his s udy, we ha e ob ained in o med consen om all pa icipan s in ol ed. Be o e
pa icipa ing, esponden s we e in o med abou he pu pose o he s udy, p ocedu es, po en ial isks
and bene i s, and he igh s o esponden s. esponden s we e gua an eed con iden iali y o hei da a
and hei igh o wi hd aw om he s udy a any ime wi hou consequences. consen was ob ained
bo h in w i ing and e bally, acco ding o he esponden ’s p e e ence. his esea ch was conduc ed in
acco dance wi h e hical and egula o y guidelines go e ning esea ch in ol ing human pa icipan s.
3.3. Resea ch ins umen da a collec ion echniques
he da a collec ion echnique in his esea ch uses a ques ionnai e p epa ed on a like scale om 1 o 5.
his ques ionnai e was c ea ed based on p e ious ele an esea ch and has passed a s ic alidi y and
Figu e 1. Concep ual Model. sou ce: au ho ’s syn hesis (2023).
cOgen BUsiness & ManageMen 7
eliabili y assessmen (am e al., 2023). he use o a like scale allows esponden s o exp ess hei le el
o ag eemen o disag eemen wi h he s a emen s gi en, he eby p o iding a mo e de ailed pic u e o
hei pe cep ions o he a iables s udied (am & se iawa i, 2023). o p o ide a mo e comp ehensi e pic-
u e, he cons uc a iables a e p esen ed in able 1.
able 1 desc ibes he indica o s used o measu e cons uc a iables such as P oduc ad e ising,
P oduc knowledge, P oduc Quali y, and Pu chase in en ion. each indica o is gi en a code ha will be
used in subsequen da a analysis. i is hoped ha he use o a ques ionnai e wi h a like scale and he
decomposi ion o he cons uc a iables in his able will p o ide su icien ly de ailed and eliable da a
o analyze he in luence o p oduc ad e ising on pu chasing in e es media ed by p oduc knowledge
in he con ex o his esea ch.
3.4. Da a analysis echniques
he da a analysis echnique ha will be used in his esea ch is s uc u al equa ion Modeling (seM)
using Pa ial leas squa e (Pls). his app oach ollows he me hodology ou lined by hai e al. (2019)
as well as impo an s ages such as model speci ica ion, pa ame e es ima ion, s uc u al model es -
ing, and hypo hesis e alua ion, as explained by hai e al. (2017). he choice o seM Pls as a da a
analysis me hod is based on i s abili y o e eal complex ela ionships be ween he a iables s udied,
especially in he con ex o his esea ch which in ol es in e ac ions be ween p oduc ad e ising,
p oduc knowledge, and pu chase in e es . he Pls a ian o seM o e s a powe ul s a is ical ech-
nique, which is indispensable o explo ing he ela ionships and in e ac ions o complex a iables in
his esea ch (hai e al., 2022). Pa ial leas squa es s uc u al equa ion Modeling (Pls-seM) which
uses he Pls algo i hm and Boo s apping. he Pls algo i hm will p oduce in o ma ion in he o m o
cons uc alidi y and eliabili y alues (con e gen ), disc iminan alidi y, squa e, F squa e, s M
(Model Fi ), and Mul icollinea i y. Boo s apping, as a non-pa ame ic p ocedu e, aims o deal wi h he
p oblem o non-no mal da a, especially i he sample is small (less han 100 esponden s) (hai e al.,
2019). Boo s apping calcula ions in mul iple linea eg ession will p oduce pa h coe icien s (di ec
e ec ) which aims o de e mine whe he he independen a iable has a signi ican in luence on he
dependen a iable di ec ly.
By using hese wo models simul aneously, i is hoped ha i can p o ide a comp ehensi e unde -
s anding o he ela ionship be ween a iables in he esea ch con ex o he in luence o P oduc
ad e ising on Pu chase in e es Media ed by P oduc knowledge ( ables 2 and 3).
Table 1. Va iable cons uc .
Va iable indica o Code
P oduc ad e ising ad e ising Z1
P i a e sales Z2
sales p omo ion Z3
Public Rela ions Z4
F om mou h o mou h Z5
Di ec ma ke ing Z6
P oduc knowledge P oduc knowledge a1
Buy knowledge a2
usage knowledge a3
P oduc quali y show B1
Du abili y B2
Con o mi y o speci ica ions B3
Fea u e B4
Reliabili y B5
aes he ics B6
Buying in e es a en ion Y1
in e es Y2
Ha ed Y3
Con ession Y4
Sou ce: au ho ’s syn hesis (2023).
14 B. se YaDi e al.
heo y (kiwanuka, 2015). his heo y s a es ha consume s lea n abou new p oduc s h ough a di u-
sion p ocess in which in o ma ion abou he p oduc is sp ead h ough communica ion channels, includ-
ing ad e ising (Zhang e al., 2015). in his con ex , p oduc ad e ising ac s as a communica ion channel
ha in oduces new p oduc s o p oduc - ela ed in o ma ion o consume s. h ough ad e ising, con-
sume s gain knowledge abou p oduc ea u es, bene i s, and ad an ages, which can in luence hei le el
o knowledge abou he p oduc . P e ious esea ch has con i med ha p oduc ad e ising has a signi -
ican in luence on consume s’ p oduc knowledge (Wi aku nia e al., 2022). ad e ising can help inc ease
consume awa eness abou p oduc s, s eng hen hei knowledge o p oduc a ibu es, and help hem
unde s and he added alue and bene i s o e ed by he p oduc . hese indings a e in line wi h indings
om p e ious esea ch ha suppo s a posi i e ela ionship be ween p oduc ad e ising and consume
p oduc knowledge (akba e al., 2020; Va ada ajan, 2020). in he con ex o his esea ch, he indings
showing a signi ican ela ionship be ween p oduc ad e ising and consume p oduc knowledge can
be suppo ed by p e ious heo y and esea ch in he ield o ma ke ing. he implica ion o hese indings
is he impo ance o e ec i e ad e ising s a egies in inc easing consume knowledge abou p oduc s,
which in u n can in luence consume pe cep ions and a i udes owa ds hese p oduc s. he e o e, he
use o app op ia e and e ec i e ad e ising is a key ac o in achie ing p oduc ma ke ing success.
5.3. P oduc knowledge di ec ly in luences consume buying in e es
he di ec in luence o p oduc knowledge on consume buying in e es is e y impo an in unde s anding
consume beha io and ma ke ing s a egy. Based on p e ious indings and da a analysis, i can be con-
cluded ha p oduc knowledge di ec ly in luences consume buying in e es . One heo y ha is ele an
o explain his ela ionship is he elabo a ion likelihood heo y (Pe y e al., 1988). his heo y sugges s
ha consume s p ocess in o ma ion ca e ully depending on hei mo i a ion and abili ies (shahab e al.,
2021). in his con ex , p oduc knowledge ac s as in o ma ion p ocessed by consume s in o ming hei
pu chasing in e es . consume s who ha e be e knowledge abou he p oduc end o ca y ou mo e
in-dep h and ca e ul in o ma ion p ocessing, which can inc ease hei pu chasing in e es in he p oduc .
P e ious esea ch has shown ha p oduc knowledge di ec ly in luences consume pu chase in en ion
(andespa, 2017; Yus ika e al., 2023). consume s who ha e be e knowledge abou p oduc s end o ha e
highe pu chasing in e es because hey a e be e able o ecognize he alue and bene i s o he p oduc
and unde s and how he p oduc mee s hei needs o desi es (angg aeni e al., 2022). his inding is con-
sis en wi h p e ious esea ch which shows a posi i e ela ionship be ween p oduc knowledge and con-
sume pu chase in en ion (Wahyuni, 2021). in he con ex o his esea ch, he indings showing he di ec
in luence o p oduc knowledge on consume buying in e es can be suppo ed by p e ious heo y and
esea ch in he ield o ma ke ing. he implica ion is he impo ance o inc easing consume knowledge
abou p oduc s h ough an e ec i e ma ke ing app oach, including he use o clea and ele an in o ma-
ion in p oduc ad e ising and p omo ions. hus, a deep unde s anding o he p oduc can be he key o
in luencing consume buying in e es and imp o ing p oduc ma ke ing pe o mance.
5.4. P oduc quali y in luences consume buying in e es
he in luence o p oduc quali y on consume buying in e es is e y impo an in he con ex o p oduc
ma ke ing. Based on p e ious indings and da a analysis, i can be concluded ha p oduc quali y has a
signi ican in luence on consume buying in e es . One heo y ha is ele an o explain his ela ionship is
he Pe cei ed Quali y heo y (Wu e al., 2013). his heo y s a es ha consume s’ pe cep ions o p oduc
quali y will in luence hei a i udes and pu chasing in e es owa ds he p oduc (ecke & B adley, 1998).
consume s end o ha e a highe pu chase in e es in p oduc s ha a e conside ed o ha e high o be e
quali y. P e ious esea ch has shown ha p oduc quali y has a signi ican impac on consume pu chase
in en ion (cempena e al., 2021; an e al., 2013). consume s gene ally end o be mo e in e es ed in pu -
chasing p oduc s ha ha e a epu a ion o good quali y, because hey belie e ha hese p oduc s will
p o ide highe alue and sa is ac ion (shih & Mon es, 2022). his inding is also in line wi h cus ome sa -
is ac ion heo y, which emphasizes ha p oduc quali y is one o he main ac o s in luencing cus ome
sa is ac ion, which in u n can in luence consume pu chasing in e es and loyal y (ingle & Mahesh, 2022;
cOgen BUsiness & ManageMen 15
saleh e al., 2017). in he con ex o his esea ch, he indings showing he in luence o p oduc quali y on
consume buying in e es can be suppo ed by p e ious heo y and esea ch in he ield o ma ke ing. he
implica ion is he impo ance o ocusing on de eloping and main aining high p oduc quali y as a s a egy
o inc ease consume buying in e es . e o s o imp o e consume pe cep ions o p oduc quali y can be
he key o imp o ing ma ke ing pe o mance and gaining a compe i i e ad an age in he ma ke .
5.5. The ole o p oduc knowledge in media ing p oduc ad e ising
wi h consume pu chasing in e es
he ole o p oduc knowledge in media ing be ween p oduc ad e ising and consume pu chase in e -
es is an impo an aspec in unde s anding consume beha io and ma ke ing s a egy. Based on p e i-
ous indings and da a analysis, i can be concluded ha p oduc knowledge plays an impo an ole in
connec ing p oduc ad e ising and consume pu chasing in e es . One o he ele an heo ies o explain
his ela ionship is he Ma ke ing communica ion Model (Viei a e al., 2019). his heo y emphasizes ha
ad e ising ac s as a communica ion channel ha in luences consume pe cep ions and a i udes owa ds
p oduc s (k izano a e al., 2019). in his con ex , p oduc knowledge ac s as a media o be ween he
ad e ising message and consume esponse, because ad e ising in oduces in o ma ion abou he
p oduc o consume s, which can hen in luence hei knowledge abou he p oduc and ul ima ely in lu-
ence hei pu chasing in e es (Wahyuni, 2021; Yus ika e al., 2023). P e ious esea ch has shown ha
p oduc knowledge media es he ela ionship be ween p oduc ad e ising and consume pu chase
in en ion (Bala & Ve ma, 2018; k izano a e al., 2019). P oduc ad e ising can inc ease consume s’ knowl-
edge abou ce ain p oduc s, which in u n in luences hei pu chasing in e es . his inding is in line
wi h p e ious esea ch which shows ha p oduc knowledge plays an impo an ole in he p ocess o
o ming consume pu chasing in e es , especially in he con ex o ma ke ing communica ions. (helmi
e al., 2022; aji e al., 2019). in he con ex o his esea ch, he indings showing he media ing ole o
p oduc knowledge be ween p oduc ad e ising and consume pu chase in e es can be suppo ed by
p e ious heo y and esea ch in he ield o ma ke ing. he implica ion is he impo ance o paying
a en ion o and managing p oduc knowledge as pa o a ma ke ing communica ions s a egy. e o s
o inc ease consume knowledge abou p oduc s h ough e ec i e ad e ising can help inc ease pu -
chasing in e es and c ea e s onge ela ionships be ween b ands and consume s.
6. Resea ch implica ions and limi a ions
his esea ch has signi ican implica ions bo h heo e ically and p ac ically. heo e ically, he main con ibu-
ion lies in a deepe unde s anding o ma ke ing communica ions, especially in he con ex o he in luence
o p oduc ad e ising on consume pu chasing in e es . hese indings can en ich ma ke ing communica-
ions heo y by cla i ying he mechanisms o ad e ising in luence on consume beha io , as well as encou -
aging he de elopmen o mo e comp ehensi e media ion models. P ac ically, hese indings ha e di ec
implica ions o he managemen o ma ke ing communica ions ca ied ou by p ac i ione s. hey can use
he esul s o his esea ch o design mo e e ec i e ma ke ing communica ion s a egies, wi h a ocus on
de eloping ad e ising ha can inc ease consume knowledge o p oduc s and s eng hen hei buying
in e es . in addi ion, his esea ch can also help companies op imize hei p omo ional budge s, by alloca -
ing p omo ional in es men s mo e e icien ly based on a be e unde s anding o he ela ionship be ween
p oduc ad e ising, p oduc knowledge and consume pu chasing in e es . howe e , i should be no ed
ha his s udy has limi a ions, especially in he con ex o he gene alizabili y o he indings o a wide
popula ion and he possibili y o bias o me hodological weaknesses ha canno be comple ely a oided.
7. Conclusion
his esea ch has p o ided a deepe unde s anding o he co ela ion be ween p oduc ad e ising, p od-
uc knowledge, and consume pu chasing in e es . Da a analysis indings con i m ha p oduc ad e ising
has a signi ican in luence on consume pu chasing in e es , bo h di ec ly and h ough inc easing p oduc
16 B. se YaDi e al.
knowledge. in addi ion, p oduc knowledge is p o en o play an impo an ole as a link be ween p oduc
ad e ising and consume pu chasing in e es . he implica ions o his esea ch unde sco e he impo -
ance o a ending o and managing p oduc knowledge as an in eg al pa o an e ec i e ma ke ing
communica ions s a egy. Wi h a be e unde s anding o he complex ela ionship be ween p oduc
ad e ising, p oduc knowledge, and consume pu chase in en ions, ma ke ing p ac i ione s a e encou -
aged o design mo e a ge ed s a egies o in luence consume beha io and imp o e hei p oduc ma -
ke ing pe o mance. howe e , i is impo an o no e ha gene aliza ion o he indings o his s udy mus
be done wi h cau ion o he b oade popula ion, as well as conside ing me hodological limi a ions ha
may in luence he in e p e a ion o he esul s. Fo small and Medium en e p ises (sMes), his esea ch
p o ides encou agemen o ocus on building b and us h ough ad e ising ha p io i izes p oduc
quali y and knowledge. inno a i e ad e ising s a egies ha appeal o iewe s emo ionally, such as
h ough s o ies o use -gene a ed con en , can also be explo ed. Fo u he esea ch, i is ecommended
o explo e he mos sui able ad e ising s a egies and channels o sMes in Palembang. Fu he analysis
o he in luence o cul u al and egional ac o s on ad e ising e ec i eness could also p o ide mo e spe-
ci ic insigh s in o his con ex . addi ionally, esea ch in o he long- e m impac o ad e ising on b and
loyal y and epea pu chases is expec ed o p o ide sMes wi h mo e comp ehensi e insigh in o hei
cus ome base and po en ial o con inued success. hus, his esea ch p o ides a aluable con ibu ion in
en iching unde s anding o he dynamics o ma ke ing communica ions and consume beha io , making
i use ul o p ac i ione s, esea che s and o he s akeholde s in he ma ke ing ield.
Au ho s con ibu ions
Fi s au ho : concep ualiza ion, in oduc ion, W i ing-O iginal D a P epa a ion, W i ing- e iew and edi ing. second
au ho : Me hodology, Valida ion, Fo mal analysis. concep ualiza ion, W i ing- e iew and edi ing. hi d au ho :
Me hodology, supe ision and edi ing.
Disclosu e s a emen
he au ho con i ms ha his esea ch was conduc ed wi hou pe sonal, comme cial, o inancial in e es s, and
he eby decla es no con lic o in e es wi h unding sou ces.
Ci a ion in o ma ion
ci e his a icle as: he impac o P oduc ad e ising on Pu chase in en ions Media ed by P oduc knowledge and
P oduc Quali y.
Funding
he esea ch conduc ed by he au ho was no inancially suppo ed by any ex e nal sou ce.
Abou he au ho s
Bak i Se yadi is a senio lec u e a he Facul y o economics, Bina Da ma Uni e si y, Palembang. he has a s ong
educa ional backg ound and ex ensi e expe ience in accoun ing and ax. apa om eaching, he is also ac i e as a
p ac i ione and has se ed as ax Di ec o a Bake hughes g oup since 1997. he has been in ol ed in a ious
global p ojec s and has handled mo e han 180 ax and cus oms audi s. he is also ac i e in semina s and scien i ic
w i ing and is a membe o iai. he can be eached a [email p o ec ed]
Sulaiman Helmi is an accomplished academic and p o essional specializing in economics and managemen . holding
a Ph.D. in economy Managemen and se ing as head o he Managemen Mas e ’s s udy Field a Bina Da ma
Uni e si y, he has made signi ican con ibu ions o academia and indus y. Wi h a di e se esea ch po olio span-
ning ma ke ing, en ep eneu ship, and leade ship, he has au ho ed nume ous publica ions in es eemed jou nals. he
can be eached a [email p o ec ed].id
Adi San oso is a senio lec u e in he Depa men o Managemen , Facul y o economics a Muhammadiyah
Uni e si y, Pono ogo. his esea ch in e es s a e Ma ke ing, en ep eneu ship, ou ism, and small business manage-
men . he can be eached a adisan [email protected]
cOgen BUsiness & ManageMen 17
Da a a ailabili y s a emen
he da a unde lying he indings o his in es iga ion can be ob ained by con ac ing he co esponding au ho upon
easonable eques .
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