CONSUMER DECISION MODEL FOR THE USE OF RAILWAY IN NEW NORMAL
Abstract
This study aims to test a consumer decision model to travel in the new normal era through factors that encourage consumers to travel. This study used Theory of Planned Behavior (TPB) as a foundation in making the research model. The testing and application of TPB in this study emphasized the measurement of the influence of four variables, namely attitude, subjective norm, perceived behavior, and intention moderated by travel constraints. The data was collected through a structured questionnaire distributed via Google forms, and 178 sets of respondent data were collected using convenience sampling. The data was analyzed by using regression analysis and moderated regression analysis to measure the moderation power of the travel constraint variable. The results indicated that factors namely attitude, subjective norm, perceived behavior had significant and positive relation with behavioural intention. As themoderating variable, travel constraints showed negative relation through interactions, with subjective norms on intentions. This research provides the benefits of knowledge for academics and business people which enable them to further explore the aspects discussed as well as the effects that arise on the components of the TPB, so that they can also be used to design promotions.
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DOI: https://doi.org/10.25292/atlr.v3i0.286
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