The Role of Consumer Emotional Value, and Service Innovation on Consumer Purchase Decisions: TAM Theory Approach

Abstract

This study aims to analyze the influence of customer emotional value and service innovation variables on consumer purchase decisions using the Technology Acceptance Model (TAM) theory approach. This study uses a quantitative approach and uses primary data from questionnaires and secondary data. The sample in this study were 231 people spread across various provinces in Indonesia using an unlimited population. Data analysis was performed using validity test, reliability test, R-squared test, F-squared test, direct effect test, and Partial Least Square (PLS) hypothesis submission. The results show that the Technology Acceptance Model (TAM) has a positive and significant effect on Emotional Value and Service Innovation, as well as on Consumer Purchase Decisions through the mediation of Emotional Value and Service Innovation. However, the Technology Acceptance Model (TAM) does not have a positive and significant effect on Consumer Purchase Decisions directly.

Comparison and Implementation of Environmental Law Policies in Handling Climate Change in ASEAN Countries: A Comparative Study of Indonesia, Malaysia, and Thailand

“…Through these programs, people are educated on the importance of protecting the environment, saving energy, and reducing their carbon footprint (Hassan et al, 2022). The government also collaborates with non-governmental organizations and the private sector to raise public awareness on the importance of environmental sustainability and climate change mitigation measures (Juniansyah et al, 2023). In addition, Malaysia also participates in regional and international cooperation in efforts to address climate change.…”