The Effect of Product Knowledge and Brand Image on Program Participation Decisions with Brand Trust as a Mediating Variable: A Study of Mekaar at PT Permodalan Nasional Madani (PNM), Sukabumi 2 Regional.

Abstract

This study aims to analyze the effect of Product Knowledge and Brand Image on Program Participation Decisions, with Brand Trust as a mediating variable among Mekaar customers of PT Permodalan Nasional Madani (PNM), Sukabumi 2 Regional. This research is motivated by the importance of customers' knowledge of Mekaar products and brand image in influencing their decisions to participate in the program. In addition, Brand Trust is considered an important factor that may strengthen the relationship between Product Knowledge, Brand Image, and Program Participation Decisions. This study employs a quantitative approach with an explanatory research design. The population consists of Mekaar customers of PT Permodalan Nasional Madani (PNM), Sukabumi 2 Regional, with a sample of 200 respondents selected using a non-probability sampling method with a purposive sampling technique. Primary data were collected through questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The research variables consist of Product Knowledge (X1) and Brand Image (X2) as independent variables, Brand Trust (Z) as the mediating variable, and Program Participation Decisions (Y) as the dependent variable. The analysis includes the evaluation of the measurement model (outer model), structural model (inner model), direct effects, and indirect effects to examine the mediating role of Brand Trust. This study is expected to provide empirical evidence regarding the effects of Product Knowledge and Brand Image on Program Participation Decisions, both directly and indirectly through Brand Trust. Practically, the findings are expected to provide input for the management of PNM, particularly the Sukabumi 2 Regional, in improving customers' Product Knowledge, strengthening the Brand Image of Mekaar, building Brand Trust, and encouraging customers' decisions to participate in the program.