THE EFFECT OF SELF-ASSEMBLY PRODUCT CONCEPT TOWARDS CUSTOMER PURCHASE DECISION

• Main Author: Rapieriska Utomo, Aisyahrani
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77446
• Institution: Institut Teknologi Bandung

In 2019 COVID – 19 brought the society a pandemic that relatively changed how the society socialised and doing activity, one of the changes is how people produce their daily food. People are required to limit their activity outside and their interaction with others due to the circumstances, to the point where producing food at home becomes a necessity. Accordingly, PLUS company team saw this problem as an opportunity to begin the idea to bring gardens to people’s houses by developing a Planting Kit with the capability to produce proper amounts of vegetables at home to fulfill the need to feel the enjoyment of urban farming as a hobby and also food producing needs. PLUS Planting Kit needs customer experience in the making processes to add the value and result of the product, similar to what IKEA concept with their self-assembly furniture products that require their customers’ effort to increase the product value influenced by the feeling of competence. Quantitative approach is used in this study aim to do research about purchase decisions toward self-assembly product concepts need to be conducted to validate customer behaviour and market-fit of the PLUS product through IKEA customers considering the similar profile and concept, through questionnaire distribution conducted to people who had bought IKEA self-assembly product. This research uses PLS-SEM for data analysis in generating data. It is found that self-assembly product concept and the feeling of competence in assembling the product has significant influence towards purchase decision. This study expected to help entrepreneurs develop their business.