ZAHRA NUR APRILIA , 1216051107 (2015) PENGUJIAN TEORI PERILAKU TERENCANA DALAM KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen Mahasiswa Pengguna iPhone Di Universitas Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstract
Penelitian ini bertujuan untuk menganalisa pengujian teori perilaku terencana dalam keputusan pembelian. Penelitian ini menggunakan lima variabel, yaitu sikap (X1), norma subjektif (X2), persepsi kontrol perilaku (X3), Niat (Z) dan keputusan pembelian (Y). Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, data dikumpulkan melalui kuesioner yang disebarkan kepada 100 orang responden yang menggunakan iPhone di Universitas Lampung dengan teknik purposive sampling. Sedangkan analisis dilakukan dengan pengolahan data menggunakan SmartPLS versi 2.0 m3 yang dijalankan dengan media komputer untuk menguji model pengukuran (outer model) dan model analisis persamaan struktural (inner model) serta pengujian hipotesis. Hasil pengujian hipotesis dalam penelitian ini menunjukkan bahwa nilai sikap, norma subjektif, berpengaruh signifikan dalam keputusan pembelian melalui niat, dan persepsi kontrol perilaku berpengaruh signifikan dalam keputusan pembelian baik melalui niat maupun secara langsung, serta niat berpengaruh signifikan dalam keputusan pembelian. Dengan demikian, dalam penelitian ini semua hipotesis dinyatakan signifikan dan diterima. Kata Kunci: Keputusan Pembelian, Niat, Norma Subjektif, Perilaku Konsumen, Persepsi Kontrol Perilaku, Sikap abstract TESTING THE THEORY OF PLANNED BEHAVIOR IN PURCHASING DECISIONS (Study On Consumer Students of iPhone Users at University of Lampung) This research made for analyzing the testing of theory planned behavior in decision purchasing at University of Lampung. By using five variabels such as: attitude (X1), subjective norm (X2), perceived behavior control (X3), intention (Z), and purchasing decisions (Y). After doing literary study and organizing a hypothesis, author collected data from questioner which had spread over 100 respondents iPhone users at University Lampung with purposive sampling technique. Whereas the analyzes were performed by using Smart PLS 2.0 m3, data manipulation technique used by this research in order to get result from examining outer model, inner model and hypothesis. The results of the testing in this study indicate that the value of attitude, subjective norm significantly influence the purchasing decisions by intention and perceived behavioral control significantly influence the purchasing decisions either by intention or directly, as well as the intentions have significant influence in the purchase decision. Therefore, in this study all hypothesis are significant and accepted. Keywords : Attitude, Consumer Behavior, Intention, Perceived Behavior Control, Purchasing Decisions
| Item Type: | Other |
|---|---|
| Subjects: | H Ilmu Sosial = Social Sciences > H Social Sciences (General) H Ilmu Sosial = Social Sciences > HB Economic Theory |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | 2958106 . Digilib |
| Date Deposited: | 15 Jan 2016 07:51 |
| Last Modified: | 15 Jan 2016 07:51 |
| URI: | http://digilib.unila.ac.id/id/eprint/18385 |
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