creators_name: PUTRI, AYU AGUSTINI
creators_id: 2011011093
type: other
datestamp: 2025-02-07 08:46:08
lastmod: 2025-02-07 08:46:08
metadata_visibility: show
title: PENGARUH SIKAP, NORMA SUBJEKTIF DAN KONTROL PERILAKU
TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI
BANDAR LAMPUNG
ispublished: pub
subjects: 330
full_text_status: restricted
abstract: Penelitian ini bertujuan untuk mengetahui pengaruh sikap, norma subjektif, dan
kontrol perilaku terhadap niat beli produk kosmetik Maybelline di Bandar
Lampung. Metode yang digunakan dalam penelitian ini adalah Pengumpulan data
dilakukan melalui penyebaran kuesioner yang dilakukan secara online melalui
google form kepada 100 responden. Analisis yang digunakan adalah statistik berupa
uji validitas, uji reliabilitas, analisis stastistik deskriptif, uji asumsi klasik, analisis
regresi berganda dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa
variabel sikap, norma subjektif, dan kontrol perilaku berpengaruh positif dan
signifikan terhadap niat beli produk kosmetik Maybelline di Bandar Lampung.
Semakin baik sikap, norma subjektif, dan kontrol perilaku dimata konsumen maka
akan semakin tinggi niat konsumen membeli produk.
Kata kunci: Maybelline, Sikap, Norma Subjektif, Kontrol Perilaku dan Niat
Beli
This study aims to determine the influence of attitudes, subjective norms, and
behavioral control on the purchase intention of Maybelline cosmetic products in
Bandar Lampung. The method used in this study is data collection through the
distribution of questionnaires conducted online through google forms to 100
respondents. The analysis used is statistics in the form of validity tests, reliability
tests, descriptive statistical analysis, classical assumption tests, multiple regression
analysis and hypothesis testing. The results of the study showed that attitude
variables, subjective norms, and behavioral control had a positive and significant
effect on the purchase intention of Maybelline cosmetic products in Bandar
Lampung. The better attitudes, subjective norms, and behavioral control in the eyes
of consumers, the higher the consumer's intention to buy the product.
Keywords: Maybelline, Attitudes, Subjective Norms, Behavioral Control and
Purchase Intention
date: 2025-01-06
date_type: published
publisher: FAKULTAS EKONOMI DAN BISNIS
place_of_pub: UNIVERSITAS LAMPUNG
id_number: 2011011093
citation:   PUTRI, AYU AGUSTINI  (2025) PENGARUH SIKAP, NORMA SUBJEKTIF DAN KONTROL PERILAKU TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI BANDAR LAMPUNG.  FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/82532/1/ABSTRAK.pdf
document_url: http://digilib.unila.ac.id/82532/2/SKRIPSI%20FULL.pdf
document_url: http://digilib.unila.ac.id/82532/3/SKRIPSI%20TANPA%20PEMBAHASAN.pdf