The Determinants Of Travel Package Purchase Decision At The Matta Fair

Bukhari, Noor Athirah Najihah (2019) The Determinants Of Travel Package Purchase Decision At The Matta Fair. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The customer purchase decision is a pillar for an organization to be successful and sustain in the marketplace of their products or services. Being conducted without the intention of customers would be challenging for the organizations. This is because customers are the most valuable people that make an organization improve their products or services performance day by day. Thus, this study aims to identify and analyse the determinants of travel package purchase decision at the MATTA Fair. The conceptual model was proposed based on the Theory of Planned Behaviour (TPB) which consist the determinants such as attitudes, subjective norm and normative beliefs, perceived behavioural control and personal behavioural intention. The data was collected using a questionnaire survey of 385 participants at the MATTA Fair. The result of this study showed that attitude, subjective norm and normative beliefs and personal behavioural intention are strongly significant towards customer purchase decision on travel packages at the MATTA Fair except for perceived behavioural control. Therefore, this study will hopefully provide a number of theoretical and practical guidelines on how organizations can effectively strategize and implement the determinants of customer purchase decision on travel package through the MATTA Fair platforms. In summary, these findings provide a comprehensive understanding of customers’ purchase decision and extend the application scope of buyer behaviour theory

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