The Effect Of Marketing Mix And Technology Acceptance Model On Purchase Intention Via Vending Machine Mediated By Attitude

Juliana, Juliana and Sembel, Roy and Malau, Melinda (2022) The Effect Of Marketing Mix And Technology Acceptance Model On Purchase Intention Via Vending Machine Mediated By Attitude. South East Asia Journal of Contemporary Business, Economics and Law, 26 (1). pp. 6-17. ISSN 22 89 1560

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Abstract

Indonesia's population in the year 2020 is 270.2 million, 26.5% is Generation Z and 25.8% is Millennial. Millennials and Generation Z are easier to accept new technology. Convenience of online significantly increased online shopping and E-money transactions. Several retail shops closed due to high operational costs and lack of visitors. Overseas retailers use vending machines for effectiveness saved labor costs and convenience for customers. Hence, vending machine can be an alternative for offline retailers in Indonesia. Scholars argue vending machine business is promising in Indonesia but not familiar due to lack of marketing and people's ignorance to use it. Not many vending machine research investigates the effect of marketing mix. This research is different with previous research by investigate the effect of marketing mix. Research objective is to investigate the effect of 4Ps Marketing Mix and TAM (independent variable) on purchase intention (dependent variable) mediated by attitude with theory of Behavioral Reasoning. This is Quantitative, Fundamental research, Non-Probability Convenience sampling with 100 samples, and used PLS-SEM analysis method. Primary data from questionnaires distributed during September 2021– October 2021 answered by vending machine users from age 21 years old or above and domicile in JABODETABEK. Research result found there was significant positive effect of TAM on attitude, attitude affect intention to purchase, and attitude mediates the effect of TAM on purchase intention. This research would be useful to researchers who will research to increase purchase intention and for retailers as one of strategies for increasing revenue via vending machines. Key words: Retail, Customer Behavior, Technology, Marketing Strategy, Revenue

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