Main Article Content
Abstract
This purpose study is examines the effect of product knowledge and product involvement toward purchase decision on herbal medicine catches a cold packaging. This study was conducted based on quantitative approach. Data collected using online survey and involved 121 respondents. Data analysis was employed using ANOVA. The results of this study revealed that the effect of product knowledge significant positively toward purchase decision on herbal medicine catches a cold packaging. The effect of product involvement significant positively toward purchase decision on herbal medicine catches a cold packaging so.
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References
- Bian, X., and Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behavior of counterfeits: Direct and indirect effects. European Journal of Marketing, 45 (1/2), 191-216.
- Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of marketing theory and practice, 16 (4), 287-298.
- Colin C. Cheng., Ja-Shen Chen., dan Hun Tai Tsou. (2012). Market-creating service innovation: verification and its associations with new service development and customer involvement, Journal of Services Marketing, 26 (6), 444–457.
- Cooper, D. R. & Schindler, P.S. (2014). Business Research Methods (12th Edition). New York: McGrow Hill Education.
- De Wulf, K., Odekerken-Schroder, G. and Iacobucci, D. (2001). Investments in consumer relationships: a crosscountry and cross-industry exploration. Journal of Marketing, 65, 33-50.
- Engel, J.F., Blackwell, R.D. and Kollat, D. (1995), Consumer Behavior, 8th ed., The Dryden Press, Harcourt Brace College Publisher, Chicago, IL.
- Ferreira, A.G. and Coelho, F.J. (2015). Product involvement, price perceptions, and brand loyalty, Journal of Product & Brand Management, 24 (4) 349-364.
- Fu, Q.Y., Chui, Y.P., Helander, M.G. (2006). Knowledge and Management in Product Design. Journal of Knowledge Management, 10 (6).
- Meeds, R. (2004). Cognitive and attitudinal effects of technical advertising copy. The roles of gender self-assessed and objective consumer knowledge. International Journal of Advertising, 23 (3) 309-335.
- Guo, L., & Meng, X. (2008). Consumer knowledge and its consequences: An international comparison. International Journal of Consumer Studies, 32, 260-268.
- Hair, Jr. J. F., Black, W. C., Babin, B. J., Anderson, R. E dan
- Tatham, R. L. 2014. Multivariate Data Analysis Sixth Edition. Pearson Education International. Upper Saddle River. New Jersey.
- Heitmann, Mark, Donald R. Lehmann and Andreas Herrmann. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing Research, 44(2): 234-250.
- Hudson, S., Roth, M.S., Madden, T.J. & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
- Julie V. Stanton, Laurel Aynne Cook. (2019). Product knowledge and information processing of organic foods, Journal of Consumer Marketing, 36 (1) 240-252.
- Karimi, S., Papamichail, K. N. & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137-147.
- Kementerian Perdagangan. (2009). Kajian Potensi Pengembangan Pasar Jamu.
- Kim, Y., Yun, S., Lee, J. and Ko, E. (2016). How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting. International Journal of Advertising, 35 (1), 23-41.
- Laroche, M., Bergeron, J. and Goutaland, C. (2003). How intangibility affects perceived risk: the moderating role of knowledge and involvement. Journal of Services Marketing, 17 (2), 122-40.
- Lau, Antonio K.W (2011). Supplier and customer involvement on new product performance. Industrial Management & Data Systems, 111 (6), 910 – 942.
- Lin, L. Y., & Chen, Ch. Sh. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Consumer Marketing, 23, 248-265.
- Lu, L., Rahman, I. and Chi, C.G. (2017). Ready to embrace genetically modified wines? The role of knowledge exposure and intrinsic wine attributes. Cornell Hospitality Quarterly, 58 (1), 23-38.
- Luce MF, Bettman JR, Payne JW. (2001). Emotional decisions: Tradeoff difficulty and coping in consumer choice. Chicago.
- Malär, L., Krohmer, H., Hoyer, W.D. and Nyffenegger, B. (2011). Emotional brand attachment and brand personality: the relative importance of the actual and the ideal self. Journal of Marketing, 75 (4), 35-52.
- Schiffman, L.G. and Kanuk, L.L. (2007), Consumer Behavior, 9th ed., Prentice-Hall, NJ.
- Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
- Sunjoyo. (2013). Aplikasi SPSS Untuk Smart Riset, Bandung, Alfabeta.
- Timm F. Wagner, Christian V. Baccarella, Kai-Ingo Voigt. (2017). Communicating technological innovations: The role of technical complexity and product involvement. European Journal of Innovation Management, 20 (3), 392-405.
- Viot, C. (2012). Subjective knowledge, product attributes and consideration set: a wine application. International Journal of Wine Business Research, 24(3), 219-248.
- Yi, Li Gang and Li Taiwen Feng, (2015). Effects of supplier’s trust and commitment on customer involvement. Industrial Management & Data Systems, 115 (6).
References
Bian, X., and Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behavior of counterfeits: Direct and indirect effects. European Journal of Marketing, 45 (1/2), 191-216.
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of marketing theory and practice, 16 (4), 287-298.
Colin C. Cheng., Ja-Shen Chen., dan Hun Tai Tsou. (2012). Market-creating service innovation: verification and its associations with new service development and customer involvement, Journal of Services Marketing, 26 (6), 444–457.
Cooper, D. R. & Schindler, P.S. (2014). Business Research Methods (12th Edition). New York: McGrow Hill Education.
De Wulf, K., Odekerken-Schroder, G. and Iacobucci, D. (2001). Investments in consumer relationships: a crosscountry and cross-industry exploration. Journal of Marketing, 65, 33-50.
Engel, J.F., Blackwell, R.D. and Kollat, D. (1995), Consumer Behavior, 8th ed., The Dryden Press, Harcourt Brace College Publisher, Chicago, IL.
Ferreira, A.G. and Coelho, F.J. (2015). Product involvement, price perceptions, and brand loyalty, Journal of Product & Brand Management, 24 (4) 349-364.
Fu, Q.Y., Chui, Y.P., Helander, M.G. (2006). Knowledge and Management in Product Design. Journal of Knowledge Management, 10 (6).
Meeds, R. (2004). Cognitive and attitudinal effects of technical advertising copy. The roles of gender self-assessed and objective consumer knowledge. International Journal of Advertising, 23 (3) 309-335.
Guo, L., & Meng, X. (2008). Consumer knowledge and its consequences: An international comparison. International Journal of Consumer Studies, 32, 260-268.
Hair, Jr. J. F., Black, W. C., Babin, B. J., Anderson, R. E dan
Tatham, R. L. 2014. Multivariate Data Analysis Sixth Edition. Pearson Education International. Upper Saddle River. New Jersey.
Heitmann, Mark, Donald R. Lehmann and Andreas Herrmann. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing Research, 44(2): 234-250.
Hudson, S., Roth, M.S., Madden, T.J. & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
Julie V. Stanton, Laurel Aynne Cook. (2019). Product knowledge and information processing of organic foods, Journal of Consumer Marketing, 36 (1) 240-252.
Karimi, S., Papamichail, K. N. & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137-147.
Kementerian Perdagangan. (2009). Kajian Potensi Pengembangan Pasar Jamu.
Kim, Y., Yun, S., Lee, J. and Ko, E. (2016). How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting. International Journal of Advertising, 35 (1), 23-41.
Laroche, M., Bergeron, J. and Goutaland, C. (2003). How intangibility affects perceived risk: the moderating role of knowledge and involvement. Journal of Services Marketing, 17 (2), 122-40.
Lau, Antonio K.W (2011). Supplier and customer involvement on new product performance. Industrial Management & Data Systems, 111 (6), 910 – 942.
Lin, L. Y., & Chen, Ch. Sh. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Consumer Marketing, 23, 248-265.
Lu, L., Rahman, I. and Chi, C.G. (2017). Ready to embrace genetically modified wines? The role of knowledge exposure and intrinsic wine attributes. Cornell Hospitality Quarterly, 58 (1), 23-38.
Luce MF, Bettman JR, Payne JW. (2001). Emotional decisions: Tradeoff difficulty and coping in consumer choice. Chicago.
Malär, L., Krohmer, H., Hoyer, W.D. and Nyffenegger, B. (2011). Emotional brand attachment and brand personality: the relative importance of the actual and the ideal self. Journal of Marketing, 75 (4), 35-52.
Schiffman, L.G. and Kanuk, L.L. (2007), Consumer Behavior, 9th ed., Prentice-Hall, NJ.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Sunjoyo. (2013). Aplikasi SPSS Untuk Smart Riset, Bandung, Alfabeta.
Timm F. Wagner, Christian V. Baccarella, Kai-Ingo Voigt. (2017). Communicating technological innovations: The role of technical complexity and product involvement. European Journal of Innovation Management, 20 (3), 392-405.
Viot, C. (2012). Subjective knowledge, product attributes and consideration set: a wine application. International Journal of Wine Business Research, 24(3), 219-248.
Yi, Li Gang and Li Taiwen Feng, (2015). Effects of supplier’s trust and commitment on customer involvement. Industrial Management & Data Systems, 115 (6).