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What is Product Knowledge and Purchase Intention about?

This document discusses a study on the effect of product knowledge on purchase intention among visitors of the UB Press bookstore in Malang, Indonesia. It finds that subjective knowledge, objective knowledge, and experience knowledge together have a significant effect on purchase intention. Specifically, objective knowledge and experience knowledge individually have a significant effect, while subjective knowledge does not. The study used a quantitative approach, questionnaire, and interviews with 116 books

Author

Jojo

Language

EN