ANALYSIS OF FACTORS AFFECTING PURCHASE INTENTION TOWARD SMART PORTABLE GARDEN: PLUS STUDY CASE

• Main Author: Putra Widianto, Arya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67070
• Institution: Institut Teknologi Bandung

During mobility restrictions to prevent the COVID - 19, people tend to start new hobbies to eliminate boredom and one of the hobbies is urban farming. Refer to Amanda (2021), urban farming increase is represented by the increase of seed sales that reach five times during pandemic. According to the researcher's preliminary survey, the newbie urban farmer hobbyists faced issues such as lack the time, knowledge, and proper space to do urban farming properly. Therefore, the researcher and team develop a portable smart garden that is supported by internet of things technology to solve the newbie urban farmer's problem. Global market of the smart portable garden is growing but in Indonesia the similar products still not popular. Hence, research about purchase intentions toward smart portable gardens in Indonesia is conducted to grab the opportunity for related products in Indonesia. This research adapts the theories that project the customer purchase intention. Current research implements quantitative research methods through questionnaire distribution and analysis using PLS -SEM. Study result shows that purchase intention influenced by customer attitude, product pricing, perceived behavioural control, and environmentally conscious purchasing. Current research is expected to help entrepreneurs develop their businesses. Keywords: Urban Farming, Purchase lntention, Environmentally Conscious Purchasing