ATTITUDE AS A MEDIATOR, INFLUENCING RISK PERCEPTION AND PRODUCT KNOWLEDGE ON INTENTION TO BUY PRECIOUS METALS

Abstract

This study influences the effect of perceived risk and product knowledge on the intention to buy metal products starting at PT Pegadaian Branch Renon with attitude as a mediating variable. The theory of Planned Behavior (TPB) explains the role of other people in determining one's intention to behave, which ultimately influences the behaviour itself. The data collection technique was carried out by filling out a closed questionnaire. Respondents filled out the questions given according to the actual situation. This study used the Structural Equation Model (SEM) with the Partial Least Square (PLS) approach. Based on the results of the analysis, it was found that risk tagging does not affect purchase intention and attitude. Product knowledge has a positive and significant effect on purchase intentions and attitudes. Attitude has a positive and significant effect on purchase intention. Attitude can mediate the relationship between perceived risk and product knowledge on purchase intention. Based on the results of these studies, it is hoped that the results of this study will be able to enrich the development of marketing management knowledge, especially related to consumer behaviour, and become a reference for companies in implementing a policy to increase purchase intentions.

Keywords

• attitude
• perceived risk
• product knowledge
• purchase intention