THE INFLUENCE OF PERSONAL FACTORS AND SALES PROMOTION TOWARDS BUYING BEHAVIOR IN POST- PANDEMIC SITUATION: A CASE OF CREATIVE INDUSTRY

• Main Author: Adelia Krisna Prameswari, Ida
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75440
• Institution: Institut Teknologi Bandung

The creative industry has emerged as a significant contributor to the economic development of both developed and developing countries. However, digitalization and increased competition have encountered challenges for businesses in this sector. Therefore, this study focuses on EksplorAksi, a creative industry business that organizes educational and entertaining workshops in Bandung and Jabodetabek. Despite collaborations with other brands, EksplorAksi ticket sales continue to provide undesirable income. By examining Personal Factors such as Market Maven, Stable, Open Minded, and Agreeable along with the role of Sales Promotion in terms of Social Factor and Physical Factors, this study aims to provide insights that can help EksplorAksi and other creative industry businesses improve their revenue and competitiveness. Data will be gathered using questionnaires from 311 people aged more than 17 years old, living in Jabodetabek and Bandung, representing the target market of creative industry business. To examine the data and develop conclusions, the research will use quantitative methodologies and path analysis. The result has indicated that Personal Factors, Sales Promotion, and Physical Factors have a direct significant influence on Customer Buying Behavior. It also reveals that Stable, Agreeable, Social Factor, and Physical Factor variables have an indirect significant influence on Customer Buying Behavior. In addition, Market Maven and Open Minded personality does not have a direct and indirect significant relationship to Customer Buying Behavior. The conclusions of this study will be used as the basis of strategy formulation for EksplorAksi and other creative industries in order to be sustainable and increase profit.