Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry
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This study aims to identify the factors that influence decision making on souvenirs by using the Theory of Planned Behavior. The approach used in the research method is quantitative approach, and the sample determination used convenience sampling type employing 150 souvenir buyers as research samples in Palangka Raya, Indonesia. The relationship between the variables proposed in the study is tested empirically using Partial Least Square (PLS). This research reflects the consumer's picture of the attitude, intentions, and buying behavior of souvenirs. The results showed that the attitude toward authenticity and attitude toward aesthetics, except attitude toward care and carriage, had a significant effect on the purchasing intention which then will be realized in a real buying behavior. The stronger the intention of someone to buy souvenirs, the greater the souvenir buying behavior will be shown. The results of this study are expected to provide valuable insights for marketers and the tourism industry in formulating and implementing strategies to encourage consumers to purchase souvenirs.
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How to Cite
Meitiana, M., Setiawan, M., Rohman, F., & Irawanto, D. W.. (2019). Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry. Journal of Business and Retail Management Research, Volume 13 Issue 03.
Citation Context
APA
Meitiana, M., Setiawan, M., Rohman, F., & Irawanto, D. W.. (2019). Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry. Journal of Business and Retail Management Research, Volume 13 Issue 03.
MLA
Meitiana, Meitiana, et al.. "Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry." Journal of Business and Retail Management Research, Volume 13 Issue 03, 2019.
Chicago
Meitiana Meitiana, Margono Setiawan, Fatchur Rohman, and Dodi W. Irawanto. "Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry." Journal of Business and Retail Management Research Volume 13 Issue 03 (01 Apr 2019).
Harvard
Meitiana, M., Setiawan, M., Rohman, F., & Irawanto, D. W. (2019) Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry. Journal of Business and Retail Management Research, Volume 13 Issue 03
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