Pengaruh Product Knowledge dan Brand Image Terhadap Keputusan Pembelian Susu UHT Merek Ultramilk Dengan Kepercayaan Konsumen Sebagai Variabel Intervening Pada Generasi Remaja Islam Islam di Lamongan

Abstract

This research discusses consumer behavior regarding purchasing decisions for Ultramilk brand UHT milk among the teenage generation in Lamongan. The aim of this research is to find out the influence of product knowledge and brand image on purchasing decisions which are mediated by consumer trust in the teenage generation in Lamongan. The object of this research is consumers of Ultra High Temperature milk from PT Ultrajaya with the Ultramilk brand. This research method is a quantitative descriptive method, and is supported by primary and secondary data. Primary data was obtained through questionnaires distributed offline and online to the youth generation in Lamongan Regency. Meanwhile, the secondary data used comes from various articles, books and data from the internet. Based on the results of the research that has been conducted, it shows that product knowledge has an influence on purchasing decisions, brand image has no influence on purchasing decisions, product knowledge has an influence on consumer trust, brand image has an influence on consumer trust. Then the mediation test shows that consumer trust can mediate product knowledge on purchasing decisions, and consumer trust can also mediate brand image on purchasing decisions.

Keywords: Product Knowledge, Brand Image, Consumer Trust, Purchasing Decisions