Pengaruh Pengetahuan Produk Terhadap Keputusan Menjadi Donatur Baitul Maal Hidayatullah Cabang Kediri
Abstract: This research aims
to discover the influences of product knowledge including product knowledge
product knowledge as bundle of attributes, product knowledge as bundle of
benefits, and product knowledge as value satisfiers towards the decision of
being donors in Baitul Mall Hidayatullah Branch Kediri, especially in the
middle of development of Intitution of Alms Amil (Amil Zakat) in Indonesia.
This research uses quantitave descriptive approach. The sampling
technique used in this research is probability sampling, i.e. a sampling
technique which provides equal opportunity to each member of the population to
be selected as sample members. The sampling is conducted by using simple random
sampling. The number of samples in this research is 75 people. The technique
analysis which is used is analysis of multiple linear regressions.
The results of the research show that there is similarity of regression Y
= 0,409 + 0,473 X1 + 0,194 X2 + 0,214 X3. Product knowledge has simultaneously
influenced the decision of being donors in Baitul Mall Hidayatullah Branch
Kediri with R Square 0, 594. Product knowledge including product knowledge as
bundle of attributes, product knowledge as bundle of benefits, and product knowledge
as value satisfiers has partially influenced the decision of being donors. The
variable of product knowledge as bundle of attributes appears to be dominant in
influencing the decision of being donors.
Baitul Mall Hidayatullah Branch Kediri is suggested to improve the
content of its bulletin. The bulletin distributed to prospective donors or
donors should contain more complete, informative, and educative information
since it plays quite important roles. The government is also expected to
support the program of alms (zakat) centralization to be used as social
importance and to reduce the poverty in Indonesia, instead of being in debt.
Key words: product knowledge, purcashing decisions of donors, product
knowledge as bundle of attributes, product knowledge as bundle of benefits,
product knowledge as value satisfiers
Penulis: Dita Permata
Syafitri, Atina Shofawati
Kode Jurnal: jpmanajemendd141215
