ANALYSIS OF THE CAUSES OF THE INVOLVEMENT OF THE PRODUCT COMES FROM PRODUCT KNOWLEDGE AND CONSIDERATION OF CONSUMER EXPERIENCE BASED

Erny Rachmawati, Suliyanto Suliyanto, Agus Suroso

Abstract


Abstract. All information received consumers of a product will be the knowledge either objectively or subjectively so that assessment of consumers against a product varies. This makes consumers require specific consideration especially when choosing products. Halal consumer products in considering further felt the need to check the products by way of researching and observing the product. Instead, consumers sometimes feel no need to consider both the old and researching product back because it was believed that the product is halal. The problem, how is the reason consumers in considering product halal to affect the product's involvement? Whether the knowledge consumer product involvement influences the product? Based on that problem formulation whose hypotheses are: product involvement influences the product knowledge, product knowledge affect consideration based on experience, and experience based considerations affect involvement product . Based on these things then the purpose of this research is to analyze the consumer consideration in choosing Kosher products based on knowledge to affect the product's involvement. To achieve the goal, the research was done on one of the campuses of Islam in Purwokerto with data collection using the tool in the form of a questionnaire in which each item contains multiple variable question. Questionnaire distributed directly to respondents, namely student faculty of Economics and business with the acquisition of samples as much as 96. The data collected were analyzed using the SPSS program next to test in validity, reliability, classic assumption test and regression. The results, based on simple regression analysis, product knowledge and consideration based on the experience positively affects involvement product, product knowledge positively affect consideration based on experience. While the multiple regression in product knowledge positively incapable of influencing product involvement.


Keywords: Consumer considerations, Halal product, Product knowledge, Product involvement


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