Analysis of Factors Influencing Intention to Purchase “Portable Fire Extinguisher” for Residential House in DKI Jakarta

Authors

  • Theresia Oktovani Faculty of Economics and Business, Mercu Buana University, Jakarta, Indonesia
  • Arief Bowo Prayoga Kasmo Faculty of Economics and Business, Mercu Buana University, Jakarta, Indonesia

DOI:

https://doi.org/10.31933/dijdbm.v4i5.2018

Keywords:

Purchase Intention, Attitude, Awareness, Knowledge, Perceived Price, Theory of Planned Behavior, Portable Fire Extinguisher

Abstract

This study aims to analyze the factors that influence the intention to buy Fire Extinguisher products for residential homes in DKI Jakarta area. These factors include Awareness, Knowledge, and Perceived Price as independent variables. Attitude as an intervening variable, and Purchase Intention as the dependent variable. The population of this study is households living in DKI Jakarta, with a total sample of 150 people who will be taken through a questionnaire instrument. The data analysis method uses Structural Equation Model–Partial Least Square (SEM-PLS) which will be processed using Smart-PLS software. The results of the study show that there is a positive and significant influence between the independent variables namely Awareness, Knowledge, and Perceived Price on the dependent variable Purchase Intention. Attitude as an intervening variable can mediate the independent variables on the dependent variable.

References

Purchase Intention, Attitude, Awareness, Knowledge, Perceived Price, Theory of Planned Behavior, Portable Fire Extinguisher

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Published

2023-08-23

Issue

Vol. 4 No. 5 (2023): Dinasti International Journal of Digital Business Management (August - September 2023)

Section

Articles

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