The Influence of Product Quality and Emotional Value on Souvenir Purchase Decisions by Domestic Tourists During the Covid-19 Pandemic: The Case of SME Products in Malang, Indonesia
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The purchase of souvenirs is one of the important factors in a tourist trip which in turn contributes to the economy of a region. Research on the decision to purchase souvenirs produced by SMEs during the Covid-19 pandemic is still very limited. This study fills this gap by aiming to explore the influence of product quality and emotional value on the decision to purchase souvenirs by domestic tourists during the Covid-19 pandemic. Data were collected online in February and March 2022 from domestic tourists who had purchased souvenirs produced by SMEs in Malang during the Covid-19 pandemic, especially in the past year when data collection was collected. Respondents were obtained through SME managers who have contact with customers and through SME communities and academic acquaintances outside Malang. In this way, 109 respondents were obtained, but 104 were completely filled out and fit for analysis. The data were analyzed using Warp Partial Least Square-Structural Equation Modeling (WarpPLS-SEM). The results showed that product quality had no significant effect on souvenir purchases by domestic tourists. Product specifications are not or are not in accordance with consumers’ desires, the appearance of souvenir packaging is less attractive, and domestic tourists have difficulty bringing souvenirs to their place of origin. On the other hand, emotional value has a significant effect on the purchase of souvenirs by domestic tourists during the Covid-19 pandemic. Domestic tourists perceived the price of souvenirs as cheap, attractive, can be a memory, and unique because it is a typical product of Malang. The findings of this study have implications for the efforts of SMEs and related stakeholders to improve product quality and continue to innovate to create emotional value for souvenirs to attract purchase intentions from domestic tourists.
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