Factors Affecting Purchase Intention and Actualization: Case Study of Souvenirs in Medan

Yulinda, Ishbir Mujahid Adha

2019

Abstract

Sales has become the goal of various business activities. Purchasing behaviours are often formed by through purchase intention. This study aimed to evaluate the factors that influence people’s purchase intention and actualization on souvenirs in Medan. The concept of Halal was suggested as one of the factors that influence both of these behaviour. The development of halal awareness in souvenirs business has not been optimally implemented in the Medan as many of the businesses has not had halal certification yet. In addition to this, marketing activities through social media and references were also evaluated as factors that shape consumer behavior in purchase intention and actualization. A number of 100 Islamic students from outside Medan participated in this study. Data obtained through a self administered questionnaire. Data were analyzed and evaluated using the partial least square structural equation model (SEM-PLS). The results of this study indicate that although halal has an important role to stimulate purchase intention from Muslim consumers, in the case of souvenirs this effect is not significant to influence their purchasing decisions. These decisions are more influenced by purchase intention, recommendations and marketing exposure through social media.

Paper Citation

in Harvard Style

Yulinda. and Adha I. (2019). Factors Affecting Purchase Intention and Actualization: Case Study of Souvenirs in Medan. In Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC, ISBN 978-989-758-498-5, pages 324-330. DOI: 10.5220/0009203103240330

in Bibtex Style

@conference{ebic19,
author={Yulinda and Ishbir Mujahid Adha},
title={Factors Affecting Purchase Intention and Actualization: Case Study of Souvenirs in Medan},
booktitle={Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,},
year={2019},
pages={324-330},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009203103240330},
isbn={978-989-758-498-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,
TI - Factors Affecting Purchase Intention and Actualization: Case Study of Souvenirs in Medan
SN - 978-989-758-498-5
AU - Yulinda.
AU - Adha I.
PY - 2019
SP - 324
EP - 330
DO - 10.5220/0009203103240330