VINA ASTIKA, 1216051100 (2015) THEORY OF REASONED ACTION (TRA): APLIKASI PADA MINAT BELI PRODUK PERAWATAN KULIT KANGEN WATER (STUDI PADA KONSUMEN PRODUK PERAWATAN KULIT KANGEN WATER DI BANDAR LAMPUNG). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERITAS LAMPUNG.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
Penelitian ini bertujuan untuk menganalisis pengaruh secara langsung dari variabel sikap dan variabel norma subyektif terhadap minat beli produk perawatan kulit Kangen Water. Teknik pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling dan diperoleh sampel sebanyak 90 responden yang pernah menghadiri acara seminar Kangen Water. Penelitian ini menggunakan data primer yang dikumpulkan menggunakan kuesioner. Teknik analisis data yang digunakan adalah regresi linear berganda dan menggunakan alat analisis program SPSS 19. Berdasarkan hasil uji t (parsial) menunjukkan bahwa variabel sikap memiliki pengaruh signifikan terhadap minat beli dan variabel norma subyektif tidak berpengaruh terhadap minat beli produk perawatan kulit Kangen Water. Berdasarkan uji F (simultan) menunjukkan bahwa variabel sikap dan norma subyektif memiliki pengaruh terhadap minat beli produk perawatan kulit Kangen Water. Bagi para peneliti selanjutnya yang tertarik pada tema minat beli dapat dilanjutkan dan dikembangkan dengan menambah variabel lainnya yang mempengaruhi minat beli, agar cakupan mengenai variabel yang mempengaruhi minat beli dapat meluas dan lebih mendalami aplikasi dari Theory of Reasoned Action (TRA). Kata Kunci: Minat Beli, Norma Subyektif, Sikap ABSTRACT THEORY OF REASONED ACTION(TRA): APLICATION ON PURCHASE INTENTION KANGEN WATER SKINCARE (STUDI ON SKIN CARE KANGEN WATER CONSUMER IN BANDAR LAMPUNG CITY) This study aimed to analyze the direct influence of the variables attitude and subjective norm to purchase intention skin care products Kangen Water. The sampling technique in this study using purposive sampling and obtained a sample of 90 respondents who had attended the seminar Kangen Water. This study uses primary data were collected using a questionnaire. The data analysis technique used is multiple linear regression and analysis tools SPSS 19. Based on the results of the t test (partial) indicates that the attitude variable has a significant influence on buying interest and subjective norm variable does not affect the purchase intention skin care products Kangen Water. Based on F test (simultaneous) indicates that the variable attitude and subjective norm have an influence on purchase intention skin care products Kangen Water. For the next researcher who is interested in purchase intention themes can be continued and expanded by adding other variables which affect purchase intention, so that coverage of the variables that influence the purchase intention can be expanded and further explore the application of the Theory of Reasoned Action (TRA). Keywords: Attitute, Purchase intention, Subjective norm
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | > H Social Sciences (General) > HB Economic Theory |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | 2322310 . Digilib |
| Date Deposited: | 31 Dec 2015 07:25 |
| Terakhir diubah: | 31 Dec 2015 07:25 |
| URI: | http://digilib.unila.ac.id/id/eprint/16536 |
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