Abstract:
This study aims to conceptualize different factors that may impact attitude and intention to use legal assistance. It is posited that consumer knowledge, trust, perceived needs and perceived benefits will influence attitude and intention to use legal assistance program. The respondents of the study are people who have visited district courts in Indonesia to get legal assistance. In total, 170 usable responses were gathered from the legal assistance users in district courts in Jakarta, Bogor and Bekasi. The quantitative data gathered from the survey method was analysed using regression analysis methods. The study contributes and provide insights to the marketing literature in general and social marketing literature in particular. Furthermore, the findings can be utilized by the Indonesian government in general and legal assistance service providers in particular to ensure the success of the program and enhance the usage rate.
