The Influence of Cultural Perceived Value on Consumer Purchase Intention at Tabut Event Bengkulu

Abstract

The Tabut event in Bengkulu is a rich cultural tradition and has high social value, attracting the attention of many visitors. This study aims to analyze the influence of perceived cultural values on consumer purchase intentions within the context of the event. The method used is Structural Equation Modeling (SEM) to test the relationships between variables. The research population consisted of 171 people, and the sample was determined using Slovin’s formula with a 5% margin of error (0.05), resulting in a sample of 120 people selected through purposive sampling. The study results show that perceived cultural values have a significant positive influence on consumer purchase intentions. A strong cultural identity encourages consumers to buy products that are perceived to represent their cultural values. Additionally, high social value plays an important role in encouraging consumers to participate in the tradition and support local business actors. Positive emotional experiences during the event also increase consumers’ desire to make purchases, where social interactions and involvement in cultural activities strengthen the emotional connection with the product. This study provides valuable insights for marketers and business actors in designing more effective strategies to attract consumers during cultural events such as Tabut