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The Influence of Product Knowledge and Word of Mouth on Non-Muslim Customers' Purchasing Decisions
[journal article]
Abstract The development of sharia pawnshops from year to year has become a benchmark for the success of the sharia economy in Indonesia. This research examines the influence of product knowledge and word of mouth on non-Muslim customers' purchasing decisions, with trust as a mediating variable. The method u... view more
The development of sharia pawnshops from year to year has become a benchmark for the success of the sharia economy in Indonesia. This research examines the influence of product knowledge and word of mouth on non-Muslim customers' purchasing decisions, with trust as a mediating variable. The method used in this research is quantitative with a causal approach. The data tested in this research came from responses to the questionnaire distributed, namely 101 respondents. The results show that product knowledge and word of mouth positively and significantly affect trust and purchasing decisions. It was also found that trust had a positive and significant effect on purchasing decisions and that trust had a positive and significant impact on mediating the relationship between product knowledge and word of mouth on buying decisions of non-Muslim customers.... view less
Keywords
buying behavior; Indonesia
Classification
Marketing
Free Keywords
product knowledge; word of mouth; non-Muslim customers; sharia pawnshops
Document language
English
Publication Year
2023
Page/Pages
p. 2005-2012
Journal
Path of Science, 9 (2023) 10
ISSN
2413-9009
Status
Published Version; peer reviewed