THE EFFECT OF CUSTOMERS VALUE ON TOURIST PURCHASE SATISFACTION (CASE STUDY ON WEST JAVA MSMES)

Abstract

The study purposed in perceiving and analyzing the Tourist Customers Value on the purchasing
decision of small-medium enterprises tourism in West Java. The research method applied in this
research were descriptive and verification. The data were obtained from 100 participants. The
sampling method used in this research was non-probability sampling technique; and the method
of data obtaining was using purposive sampling method. Data analysis was performed with
SmartPLS version 3.0 software. In this research, the outer and inner model data measurement
techniques were applied and also generated the hypothesis testing. Based on the results of the
study, it could be inferred that the Customer Value had a significant influence on Purchasing
Decisions; it led to a concept where the better the MSME’s customers value in the tourism
aspect, the higher the purchasing decision.