THE INFLUENCE OF PRODUCT ATTRIBUTE PERCEPTION, PRICE PERCEPTION AND RISK PERCEPTION OF BDGEXPAT'S NEW PRODUCT DEVELOPMENT ON CONSUMER PURCHASE INTENTION

• Main Author: Wahyudi Manta, Danni
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78675
• Institution: Institut Teknologi Bandung

The existence of self service online booking platforms and the large number of BPW (Biro Perjalanan Wisata) or travel Bureau that are established in Indonesia, make a huge competition between competitors in tourism industry. See this huge competition, BdgExpat Indonesia as a travel planner & organizer in Bandung, have created a concept of new product development called Custom Trip Feature as their solution for the company to leading the competition. This research aims to investigate the influence of product attribute perception, price perception, and risk perception of BdgExpat’s new product development on consumer purchase intention. To achieved the objective in this research, primary dan secondary data were collected through consumer survey and literature review. Primary data were collected through the questionnaire by using purposive sampling method. A total of 248 respondent’s data have been collected and analyzed using Classical Assumption Test and Multi linear Regression Test to examine the influence of independent variables (product attribute perception, price perception, and risk perception) to dependent variable (consumer purchase intention). The result of analysis shows that 57,2% consumer purchase intention is influenced by independent variables in this research where product attribute perception is the most influencing consumer purchase intention, then followed by price perception. Otherwise, risk perception does not influences consumer purchase intention caused by some consideration from the respondents’ perception. This study is important for BdgExpat Indonesia to understand the factors that influence consumer purchase intention toward Custom Trip Feature. the company could also make the improvement and evaluation to strengthen their business concept.