Pengaruh Keterlibatan dan Pengetahuan Produk Terhadap Keputusan Pembelian Jamu Masuk Angin Kemasan

Intan Tri Annisa (Universitas YARSI)
Angga Pandu Wijaya (Universitas Negeri Semarang)

Managament Insight: Jurnal Ilmiah Manajemen
Vol 14, No 2 (2019): Managament Insight: Jurnal Ilmiah Manajemen

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.