CONSUMER PURCHASE INTENTION IN ENVIRONMENTALLY AND DIGITALLY WEDDING SERVICE DURING COVID-19 PANDEMIC

• Main Author: Mufida Nur Azizah, Hana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67855
• Institution: Institut Teknologi Bandung

Wedding celebrations in Indonesia usually invite many people and each guest can contribute at least one to three trash (plastic/paper for food, souvenirs, invitations) and this event can become a contributor to waste just from the activity that lasts for around 3 hours. Along with this, Covid-19 pandemic has had a significant impact on consumer habits and behavior in particular because the pandemic has had such a large impact on people's daily life one of them is the celebration of the wedding. The worldwide coronavirus epidemic highlights the importance of taking the global climate crisis more seriously. In response to this pandemic, several businesses have emerged that are trying to solve the problem and reduce the worries of couples who want to get married. The purpose of this study is to determine the factors that influence digital marriage services using the Extended Technology Acceptance Model. The variables included in the Technology Acceptance Model are perceived ease of use, perceived usefulness, attitude towards use and purchase intention. The study used quantitative research to analyze the Technology Acceptance Model incorporated with Environmental Knowledge and Impact of Covid -19 using Structural Equation Model (including confirmatory factor analysis and path analysis) by using the RStudio software. The data was gathered from 208 respondents who satisfied the research requirements, which were to be of marriageable age (minimum 19 years old) who live in Indonesia. The result is perceived ease of use significant to influence the perceived usefulness. Perceived usefulness, perceived ease of use, and impact of Covid-19 are significant to attitude towards using digital wedding service in Indonesia. And the factor that affects purchase intention is environmental knowledge and attitude towards using digital wedding service. These findings can generate more suitable practical implications to promote digital wedding service in Indonesia during the current and post-pandemic periods. Based on the results of this study, business owners in the field of wedding services can target market that has an interest in the environment and digital wedding services. In summary, several suggestions can be given to marketers, such as, businesses should focus on developing environmentally friendly products and consumer strategies. Companies can use environmental knowledge to persuade customers to buy digital wedding services. Marketers must constantly inform consumers about environmental issues and emphasize environmental concerns in advertising. Specific strategies should also be developed to turn consumer awareness and knowledge about green consumption into effective ones. Another suggestions is the digital wedding business must endeavour to design digital products that are able to improve the performance of the wedding and the benefits can be felt by users. And also the business owner in the digital wedding industry must try to design product that are easy to interact with and simple to use, which will reduce consumers’ energy and effort associated with their purchases of digital wedding service.