The Effect of Product Knowledge on Attitude and Purchase Intention for Mudharaba Financing in Islamic Bank in Mataram Baiq Vidia Khairunnisa, Dr. Achsania Hendratmi, SE., M,si
Faculty of Economics and Business, Airlangga University
Jalan Airlangga No. 4-6, Surabaya 601115, Indonesia
achsania.hendratmi[at]feb.unair.ac.id
Abstract
This study aims to determine the effect of product knowledge on attitude and purchase intention for mudharaba financing in Islamic bank in Mataram.
This study uses a quantitative approach using the test path analysis. Sources of data in this study using the primary data that is questionnaire. The characteristics of the study population are customer of Islamic bank in Mataram who have business and not use mudharaba financing. The number of samples in this study were 250 respondents. The sampling technique that can be used is probability sampling with random sampling.
Based on the results of the study, it is indicated that product knowledge significantly influences the attitude, product knowledge significantly influences the purchase intention, and attitudes significantly influence the purchase intention.
The suggestions for Islamic Bank in Mataram is to use personal promotion about mudharaba financing and increase the service and facilities to improve the contumer intention. The suggestions for further researcher, can be done by adding the level of purchase knowledge and usage knowledge as eksogen variable and research can be done on other objects in the field of services such as BMT.
Keywords: Product knowledge, attitudes, purchase intention of mudharaba financing
