The Role of Product Knowledge on Purchasing Decisions with Product Awareness as a Mediating Variable
Abstract
This study aims to examine the influence of product knowledge and customer awareness on insurance decision-making among users of Jasa Raharja insurance services in Banyuwangi. The research is classified as explanatory research using a quantitative approach. The population consists of individuals who use Jasa Raharja insurance services, with a sample size of 110 respondents selected through the snowball sampling technique. Data were collected using a closed-ended questionnaire distributed personally, employing a five-point Likert scale ranging from "Strongly Disagree" to "Strongly Agree." Data analysis was conducted using the Partial Least Squares (PLS) method. The results indicate that product knowledge has a positive and significant effect on customer awareness. This suggests that the greater the consumer's understanding of Jasa Raharja insurance products, the higher their awareness of the importance of having insurance. Furthermore, product knowledge is also found to have a positive and significant impact on purchase decisions, implying that well- informed consumers are more likely to make insurance purchasing decisions. Additionally, customer awareness also positively and significantly influences purchasing decisions. In other words, the more aware consumers are of the importance of insurance, the more likely they are to purchase insurance products. This study contributes to a deeper understanding of the importance of enhancing consumer knowledge and awareness of insurance products as a means of encouraging purchasing decisions. These findings also offer practical implications for companies in designing effective communication and consumer education strategies.
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