RANISDWIANISA, 1016051099 (2014) EFFECT OF ATTITUDE, SUBJECTIVE NORM, CONTROL BEHAVIOR, PURCHASE INTENTIONS AS MEDIATION ON PURCHASE BEHAVIOR PRODUCT OF YAKULT (Survey on community in Kampung Baru, District Labuan Ratu, Bandar Lampung) PENGARUH SIKAP, NORMA SUBJEKTIF , KONTROL PERILAKU, MINAT MEMBELI SEBAGAI MEDIASI TERHADAP PERILAKU MEMBELI PRODUK YAKULT (Survei Pada masyarakat di Kampung Baru, Kecamatan Labuhan Ratu, Bandar Lampung). Fakultas Isip, UNIVERSITAS LAMPUNG.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
This study analyzed the influence of the variables contained in the Theory of Planned Behavior, the attitude, subjective norm, behavioral control on purchase behavior with purchase intentions as mediation. This study uses one independent variable, namely Attitude (X1), Subjective Norms (X2), Behavior Control (X3), mediating variables, namely Purchase Intentions (Z) and Purchase Behavior as dependent variable (Y). Having conducted a literature review and hypothesis formulation , the data collected through questionnaires distributed method to 97 respondents in Kampung Baru, District Labuan Ratu, Bandar Lampung which consume Yakult using purposive sampling and accidental sampling. While the analysis is done by processing the data using version SmartPLS 2.0.m3 run with computer media. SmartPLS test results showed that only five of the seven hypotheses accepted hypothesis is H1: attitudes to intentions purchase significant influence, H3: control behavior to intention purchase of the product Yakult significant influence, H4: attitudes to purchase behavior of the products Yakult through intentions purchase influence significant, H6: control behavior on purchase behavior of the Yakult products through intentions purchase significant influence, H7: intentions purchase to purchase behavior of the product Yakult significant influence. Two hypotheses were rejected H2: There is no significant effect between subjective norm to intentions purchase of the product Yakult, H5: There is no significant influence between subjective norms on purchase behavior of the Yakult products through intentions purchase. For further research needs to be added to the theory of Technology Acceptance Model (TAM) that the study results are more accurate and to assess the improvement that began early models of models Theory of Reason Action (TRA) and the Theory Plannded Behaviour (TPB). Keywords: Attitudes, SubjectiveNorms, BehaviorControl, purchase intentions, andBehaviorControl Penelitian ini menganalisis pengaruh variabel-variabel yang terdapat dalam Teori Perilaku Terencana, yaitu sikap, norma subjektif, kontrol perilaku terhadap perilaku membeli dengan minat membeli sebagai mediasi. Penelitian ini menggunakan satu variabel independen yaitu Sikap (X1), Norma Subjektif (X2), Kontrol Perilaku (X3),variabel mediasi yaitu Minat Membeli (Z)dan Perilaku Membeli sebagai variabel dependenya (Y).Setelah dilakukan tinjauan pustaka, dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner yang disebar kepada 97 orang responden di Kampung Baru, Kecamatan Labuhan Ratu,Bandar Lampung yang mengkomsumsi Yakult dengan menggunakan purposive sampling dan accidental sampling. Sedangkan analisis dilakukan dengan pengolahan data menggunakan SmartPLS versi 2.0.m3 yang dijalankan dengan media komputer. Hasil tes SmartPLS menunjukkan bahwa dari ketujuh hipotesis hanya lima hipotesis yang diterima yaitu H1:sikap terhadap mianat membeli berpengaruh secara signifikan, H3: kontrol perilaku terhadap minat membeli produk Yakult berpengaruh secara signifikan, H4: sikap terhadap perilaku membeli produk Yakult melalui minat membeli berpengaruh secara signifikan, H6: kontrol perilaku terhadap perilaku membeli produk Yakult melalui minat membeli berpengaruh secara signifikan, H7: minat membeli terhadap perilaku membeli produk Yakult berpengaruh secara signifikan. Dua hipotesis yang ditolak H2:Terdapat pengaruh yang tidak signifikan antara norma subjektif terhadap minat membeli produk Yakult, H5: Terdapat Pengaruh yang tidak signifikan antara norma subjektif terhadap perilaku membeli produk Yakult melalui minat membeli.Untuk penelitian selanjutnya perlu ditambahkan lagi teori tentang Technology Acceptance Model (TAM) agar penelitian ini hasilnya lebih akurat dan untuk mengkaji perbaikan model awal yang dimulai dari model Theory of Reason Action (TRA) dan Theory Plannded Behaviour (TPB). Kata Kunci: Sikap, Norma Subjektif, Kontrol Perilaku, Minat Membeli, dan Kontrol Perilaku
| Jenis Karya Akhir: | Skripsi |
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| Subyek: | |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | A.Md Cahya Anima Putra . |
| Date Deposited: | 29 Sep 2014 01:54 |
| Terakhir diubah: | 29 Sep 2014 01:54 |
| URI: | http://digilib.unila.ac.id/id/eprint/3531 |
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