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All Journal Ilmu Administrasi Publik Jurnal Ilmiah Pena: Sains dan Ilmu Pendidikan Jurnal PAJAR (Pendidikan dan Pengajaran) SEIKO : Journal of Management & Business JURNAL EDUCATION AND DEVELOPMENT Economic Education and Entrepreneurship Journal Al-Kharaj: Journal of Islamic Economic and Business INTELEKTIVA International Journal of Health, Economics, and Social Sciences (IJHESS) Daengku: Journal of Humanities and Social Sciences Innovation Journal of Economic Education and Entrepreneurship Studies Jurnal Salome: Multidisipliner Keilmuan Indonesian Journal Of Business And Entrepreneurship Research Jurnal Ekonomi dan Bisnis Jurnal Kemitraan Responsif untuk Aksi Inovatif dan Pengabdian Masyarakat NETIZEN: JOURNAL OF SOCIETY AND BUSSINESS International Journal of Economics, Commerce, and Management
Muhammad Rakib
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Public Health Social Sciences Other

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The Effect Of Product Knowledge and Product Brand Image On The Decision To Use A Product Through Trust As A Mediation Variable (A Study Of IAIN Bone Students Using BSI Products) Rezky Awalia Amanda M; Muhammad Rakib; Rahmatullah
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8774

Abstract

This study aims to: (1) analyze the influence of product knowledge on the decision to use Bank Syariah Indonesia (BSI) products; (2) examine the influence of brand image on the decision to use the products; and (3) assess the role of trust as a mediating variable in the relationship between product knowledge and brand image and the decision to use the products. A quantitative approach was used in this study, using Partial Least Square–Structural Equation Modeling (PLS-SEM) analysis using the SmartPLS application. This study involved 100 IAIN Bone students selected through purposive sampling based on their experience using BSI services. The results showed that product knowledge had a positive but insignificant effect on the decision to use BSI products. Conversely, brand image had a positive and significant effect, indicating that perceptions of BSI's reputation and credibility were dominant factors in driving the decision to use. Furthermore, trust was shown to have a significant positive effect as a mediating variable that strengthened the relationship between product knowledge and brand image on the decision to use the products.
Co-Authors Afifah Nurian Aryanti Agus Syam Akmal Hidayat Alda Hikmah Rhamadani Juyot Limpo Amiruddin Tawe Andi Anggi Kemalasari Andi Muhammad Irfan Andi Reski Nurhikmah Andika Isma Askal Munir Asmayanti Asmayanti Asmayanti Dahaluddin . Eka Apriyanti Elpisah Fakhira Tri Ismawati A. Saleh Hajar Dewantara Husain As Ilma Wulansari Hasdiansa Imam Ahmad Syadiq INANNA Inanna Inanna Irta Yani M. Ihsan Said Ahmad Marhawati Marhawati Najib Muh Ihsan Said Muhammad Arifin Muhammad Azis Muhammad Hasan Muhammad Hasan Muhammad Ihsan Said Ahmad Muhammad Jufri Muhammad Qadafi Zulkarnain Nirwana Nur Halim Nur Samsul Bahri, Nur Samsul Bahri Rahmatullah Rahmatullah Rahmawati Mahmud Rezky Awalia Amanda M Riska Nur Apriyanti Rismayanti Rismayanti Sitti Hasbiah Sri Wahyuni Sudarmi Sudarmi Sulolipu, Andi Annisa Sumarsih . . Syamsu Rijal WARSIDAYANA Yulyanti