FACTORS AFFECTING EVENT ORGANIZER’S SERVICE PURCHASE INTENTION

• Main Author: Christianto Simaputra (19015212), Joshua
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28321
• Institution: Institut Teknologi Bandung

As we know in Indonesia, Indonesia is home to more than a thousand tribes. Each tribe has a ritual to <br /> <br /> give meaning to the life phase, one of which holds a traditional ceremony ahead of maturity. Based on <br /> <br /> the UUD, 17 years old is a sign of maturity, it is shown from they able to have their own official ID <br /> <br /> from the country and also, they are now eligible to have their driving license. However, As the time <br /> <br /> goes by westernization occurred in Indonesia, westernization causing the fading of the original culture <br /> <br /> of a nation in a country, where a person or a group of people or nations is more capable of using or <br /> <br /> following western culture. Hence, because of westernization people tend to celebrate their maturity by <br /> <br /> throwing a sweet seventeen birthday party. In general, sweet seventeen event organizer is the one who <br /> <br /> manage the birthday party. Sweet seventeen event organizer is a term for professional service providers <br /> <br /> who basically have the main task of helping the client to be able to organize the event client wants. <br /> <br /> Booms and Bitner, was proposed an expanded marketing mix for services; Product, price, place, and <br /> <br /> promotion and three additional elements: Physical evidence, participants, and process. That’s why <br /> <br /> using marketing mix in event organizer is essentials, since event organizer runs in service sector. Thus, <br /> <br /> this research is conducted to find which variable significantly influences the service purchase intention <br /> <br /> in using event organizer, in order to help event organizer to boost their sales. Quantitative approach by <br /> <br /> online questionnaire to 266 juveniles in Bandung is conducted. The researcher uses Ordinal Logistic <br /> <br /> Regression (OLR) in SPSS application to analyze the data. The result shows that Product, Promotion, <br /> <br /> Physical evidence become the variables that proportionally and significantly determine event <br /> <br /> organizer’s service purchase intention. Therefore, event organizer should improve the following factors <br /> <br /> in order to reach the market accurately that eventually will boost the sales, for the product factor, event <br /> <br /> organizer should have an eye for various package, pleasant behavior, perfect service and offer different <br /> <br /> idea from other event organizers. For the promotion factor, event organizer should actively doing <br /> <br /> offline promotion and online promotion (through social Media: Instagram and LINE). For the physical <br /> <br /> evidence factor, customer is interested in event organizer that has a uniform while event, making <br /> <br /> conducive ambience on every event and has strict security. <br /> <br /> As for further research, research outside Bandung with bigger sample could be conducted to gain <br /> <br /> better understanding and knowledge about the factors affecting event orgnizer’s service purchase <br /> <br /> intention.