MENDORONG KEPUTUSAN PEMBELIAN DENGAN INOVASI PRODUK, BRAND AWARENESS DAN PRODUCT KNOWLEDGE MELALUI PURCHASE INTENTION SEBAGAI VARIABEL INTERVENING (Studi Kasus Produk Olahan Kopi di IKM Kabupaten Bantaeng)

Aulia Nur. 2023. Encouraging Purchase Decisions with Product Innovation, Brand Awareness and Product Knowledge through Purchase Intention as an Intervening Variable (Case Study of Processed Coffee Products in IKM Bantaeng Regency), supervised by Azlan Azhari and Fitriany.
This research aims to analyze the influence of product innovation, brand awareness and product knowledge variables through purchase intention as an intervening variable in SMEs in Bantaeng Regency.
This research uses a quantitative method using Smart PLS analysis with a purposive sampling technique.
The results show that (1) The variables product innovation, brand awareness and product knowledge have a significant effect on purchase intention. (2) Brand awareness and purchase intention have a significant effect on purchasing decisions, but the product innovation and product knowledge variables have no significant effect on purchasing decisions. (3) The variables product innovation, brand
awareness and product knowledge have a significant effect on purchasing decisions through purchase intention. It can be concluded that the intervening variable has a big influence which can link exogenous variables with endogenous variables.