ANALISIS PENGARUH SUBJECTIVE NORMS, PERCEIVED BEHAVIORAL CONTROL MELALUI ATTITUDE SEBAGAI INTERVENING TERHADAP PURCHASE INTENTION PADA COFFEE SHOP DI BATAM

  • Johny Budiman Fakultas Ekonomi, Universitas Internasional Batam
  • Novianti Andriani Fakultas Ekonomi, Universitas Internasional Batam
Keywords: Subjective Norms, Perceived Behavioral Control, Attitude, Purchase Intention

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh subjective norms, perceived behavioral control melalui attitude sebagai intervening terhadap purchase intention pada coffee shop di kota Batam. Sebanyak 200 kuesioner yang disebarkan kepada pengunjung coffee shop di kota Batam dan sebanyak 199 kuesioner yang dapat digunakan untuk dianalisis. Teknik yang diterapkan dalam penelitian ini adalah judgemental sampling. Dalam mengelola dan menganalisis kuesioner yang disebarkan menggunakan aplikasi Smart PLS 3.0 dan IBM SPSS Statistic 26. Hasil penelitian menunjukkan bahwa subjective norms dan perceived behavioral control berpengaruh signifikan terhadap purchase intention melalui attitude. Subjective norms dan perceived behavioral control berpengaruh signifikan terhadap attitude. Attitude berpengaruh signifikan terhadap purchase intention.

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Published
2021-12-20