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Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry

2019; Volume: 13; Issue: 03 Linguagem: Inglês

10.24052/jbrmr/v13is03/art-22

2056-6271

Meitiana Meitiana, Margono Setiawan, Fatchur Rohman, Dodi Wirawan Irawanto,

Digital Marketing and Social Media

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.