The Effect of Product Knowledge, Positioning, and Brand Trust on Purchase Decision through Product Benefit Testimonials: A Case Study of PT BIOESA Bandung's Male-Vitality Coffee
DOI:
https://doi.org/10.61132/epaperbisnis.v3i3.765Keywords:
Brand Trust, Positioning, Product Benefit Testimonials, Product Knowledge, Purchase DecisionAbstract
This study examines the effects of Product Knowledge, Positioning, and Brand Trust on Purchase Decision through Product Benefit Testimonials in the context of male-vitality coffee marketed by PT BIOESA Bandung, Indonesia. The study was motivated by increasing competition among coffee products offering additional health and vitality-related benefits, which may require consumers to develop greater confidence before purchasing. A quantitative explanatory research design was employed. Data were collected from 500 male consumers who had purchased and/or consumed the product using a structured questionnaire comprising 25 indicators representing five constructs: Product Knowledge, Positioning, Brand Trust, Product Benefit Testimonials, and Purchase Decision. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Hypotheses were assessed using bootstrapping at a 5% significance level. The results indicate that Product Knowledge does not significantly affect Product Benefit Testimonials, whereas Brand Trust has a positive and significant effect on Product Benefit Testimonials. Product Knowledge and Brand Trust have positive and significant direct effects on Purchase Decision, while Positioning has no significant direct effect. Product Benefit Testimonials significantly influence Purchase Decision. Product Benefit Testimonials do not significantly mediate the relationships between Product Knowledge and Purchase Decision or between Positioning and Purchase Decision. However, they significantly mediate the relationship between Brand Trust and Purchase Decision. Within the studied product and its target consumer market, Brand Trust represents the most consistent mechanism in the proposed model, while Product Knowledge contributes more directly to purchase decision-making.
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