THE ROLE OF PRODUCT KNOWLEDGE, PRODUCT INVOLVEMENT, AND FINANCIAL LITERACY ON ATTITUDES AND ITS IMPLICATION TOWARDS PURCHASE INTENTION

Abstract

Purpose The aim is to find out the influence of product knowledge, product involvement, and financial literacy on attitude and its implication towards purchase intention. Design/methodology/approach Qualitative method was applied in this research, and questionnaire as instrument, contains 18 items of questions spread through online to client of Prestige Wealth Management who know AXA MaestroLink Plus at Greater Jakarta Area. The questionnaire was validated through construct validity and reliability. Demographic variables asked were gender, age, occupation, and income. To test the theoretical framework and hypotheses, Structural Equation Modeling was used. Findings It is found that financial literacy and product knowledge give no significant influence to customer attitude, however product involvement give significant influence to customer attitude. From the output also showed that customer attitude gives significant influence towards purchase intention. Originality/value There is similar research that discuss about customer attitude and its influence towards purchase intention, however the research done in developed countries and in western culture. In this research, the researcher used the same approach in developing countries and eastern culture in Greater Area Jakarta.