Brand Positioning Strategy and Consumer Knowledge: Its Impact on Brand Attitude and Purchase Decision

Authors

DOI:

https://doi.org/10.35870/ijmsit.v5i1.3707

Keywords:

Brand positioning strategy, Consumer knowledge, Brand attitude, Purchase decision

Abstract

This study analyses the impact of brand positioning strategy and consumer knowledge on brand attitude and purchase decisions. In today’s highly competitive business environment, companies must develop effective marketing strategies to influence consumer attitudes towards brands, ultimately affecting their purchase decisions. Two key factors in this process are precise brand positioning and consumer knowledge of the brands and products they choose. This research employs a quantitative approach with path analysis to identify direct and indirect effects among these variables. Primary data were collected through an online survey distributed to 250 respondents who had purchased electronic products in Indonesia within the past six months. The results of multiple regression analysis indicate that brand positioning (β = 0.52) and consumer knowledge (β = 0.41) significantly influence brand attitude. Additionally, brand attitude significantly affected purchase decisions (β = 0.65). Mediation tests further reveal that brand attitude mediates between brand positioning, consumer knowledge, and purchase decisions. These findings provide valuable insights for companies to design more effective marketing strategies by strengthening brand positioning and enhancing consumer knowledge, ultimately positively impacting purchase decisions. Firms must ensure that these three elements—precise brand positioning, in-depth consumer knowledge, and a positive brand attitude—are well-integrated into their marketing strategies to achieve optimal outcomes.

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Author Biographies

  • Aat Ruchiat Nugraha, Padjadjaran University

    Faculty of Communication Science, Department of Public Relations, Universitas Padjadjaran, Sumedang Regency, West Java Province, Indonesia.

  • Diah Fatma Sjoraida, Padjadjaran University

    Faculty of Communication Science, Department of Public Relations, Universitas Padjadjaran, Sumedang Regency, West Java Province, Indonesia.

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Published

2025-01-30

Issue

Vol. 5 No. 1 (2025): January - June 2025

Section

Articles

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Copyright (c) 2025 Aat Ruchiat Nugraha, Diah Fatma Sjoraida

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How to Cite

Ruchiat Nugraha, A., & Fatma Sjoraida, D. (2025). Brand Positioning Strategy and Consumer Knowledge: Its Impact on Brand Attitude and Purchase Decision. International Journal of Management Science and Information Technology, 5(1), 67-75. https://doi.org/10.35870/ijmsit.v5i1.3707

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