RISK PERCEPTION and PRODUCT KNOWLEDGE TO BUILD POSITIVE ATTITUDE AND PURCHASE INTENTION: Concepts and Applications

Purchase intention is consumer behavior that arises as a response to objects that indicate a desire to make a purchase. The investment products studied in this case study research application are precious metal products owned by PT. Pegadaian, this is because there is a large public intention to invest in gold. This phenomenon also caused one of the drivers for Pegadaian to launch a gold investment program. Based on observations in the field, the current phenomenon is that people still think that they come to Pegadaian only to pawn goods and do not know clearly about this precious metal product, so it is a challenge for companies to introduce the product. The concept and application of risk perception in consumers' minds, product knowledge, attitudes and purchasing intentions for precious metal products, is in the book entitled: "Risk Perception & Product Knowledge to Build Positive Attitudes and Purchase Intentions: Concept and Application"

This book is intended for students and PT. Pawnshop. For students, it is hoped that this book can be used as a reference for studying and understanding the application of the concept of consumer behavior regarding risk perception, product knowledge, attitudes and purchase intentions. It can also inspire students to develop research ideas related to this topic. For business people, especially PT. Pegadaian, it is hoped that this book can be used to develop marketing strategies to build positive attitudes and increase purchasing intentions for precious metals.

Finally, I hope this book is useful for all readers and the wider community. Astungkara.