The Influence of Product Knowledge and Word of Mouth on Non-Muslim Customers' Purchasing Decisions

. The development of sharia pawnshops from year to year has become a benchmark for the success of the sharia economy in Indonesia. This research examines the influence of product knowledge and word of mouth on non-Muslim customers' purchasing decisions, with trust as a mediating variable. The method used in this research is quantitative with a causal approach. The data tested in this research came from responses to the questionnaire distributed, namely 101 respondents. The results show that product knowledge and word of mouth positively and significantly affect trust and purchasing decisions. It was also found that trust had a positive and significant effect on purchasing decisions and that trust had a positive and significant impact on mediating the relationship between product knowledge and word of mouth on buying decisions of non-Muslim customers.