The Effect Of Product Knowledge And WOM On Purchase Decision Through Attitude Of Farmers Using Pesticides

Zenodo (CERN European Organization for Nuclear Research) 2026 Open access

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Authors: Fachri Yugo Prasetyo1*, Ika Barokah Suryaningsih2, Mochammad Farid Afandi3
DOI: 10.5281/zenodo.18278816
Cited by: 0

Abstract

This research aims to identify the effect of product knowledge and wom on purchase decision through attitude of farmers using pesticides. The sample for this study was composed of 190 respondents. The data analysis method used is Partial Least Square (PLS) with SmartPLS 4.0 software. The results of this study indicate that 1) product knowledge through farmer meeting and farmer field day has a significant effect on attitude 2) WOM has a significant effect on attitude 3) product knowledge through farmer meeting and farmer field day has a significant effect on purchase decision 4) WOM has a significant effect on purchase decision 5) attitude has a significant effect on purchase decision 6) product knowledge through farmer meeting and farmer field day has a significant effect on on purchase decision through attitude 7) WOM has a significant effect on purchase decision through attitude.

Fields of Study & Subjects

Consumer Behavior and Marketing Influence Agricultural Development and Management Agricultural Innovations and Practices

Publication details

Journal / source
Zenodo (CERN European Organization for Nuclear Research)
Publication date
17 January 2026
Language
EN