Product Knowledge and Word-of-Mouth Effects on VIVO Smartphone Purchase Intention Among Management Students

Abstract

This research examines product knowledge and word-of-mouth marketing impacts on purchase intention for VIVO smartphones among Universitas Methodist Indonesia management students. Employing quantitative methodology with 90 student respondents selected through purposive sampling, the study investigates purchasing determinants through questionnaire-based primary data collection. Multiple linear regression analysis reveals significant positive relationships between product knowledge and purchase intention (t-value: 5.959, significance: 0.000), while word-of-mouth demonstrates statistically insignificant effects. The determination coefficient (R²=0.882) indicates that independent variables explain 87.9% of purchase intention variance, with product knowledge emerging as the dominant predictor. Findings confirm that consumer understanding of product features, specifications, and benefits substantially influences buying decisions in competitive smartphone markets.