The Role of Product Preferences in Mediating The Influence of Product Knowledge on Customer Decisions
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 8
Abstract
This study aims to determine and analyze the role of product preferences in mediating the influence of product knowledge on customer decision. The population in this study were all rice crope insurance customers in Jasindo Branch of Southeast Sulawesi in Konawe, Konawe Selatan and Kolaka regencies, with a total sample of 154 respondents. Respondents were obtained by convinience sampling method. The data for analysis needs were obtained by spreading the questionnaire using the Likert scale of 5 points. The next data was analyzed by structural equation modeling method using AMOS software version 24. The result of the analysis showed that product preference was to mediate the influence of product knowledge to customer's decision.
Authors and Affiliations
Muhammad Zabir Zainuddin, Samdin . , Rahmat Madjid, Juharsah .
Keywords
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- EP ID EP412360
- DOI 10.9790/487X-2008048492.
- Views 91
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