Ardhanareswari, Adani (2019) Analisis Theory Of Planned Behavior Terhadap Minat Beli Konsumen (Studi Eksplanatif Pengaruh Perilaku yang Direncanakan terhadap Minat Beli Pada Followers Instagram Style Theory ID). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini menguji Theory of Planned Behavior yang terdiri dari 3 variabel yakni Attitude Towards Behavior, Subjective Norms, dan Perceived Behavioral Control untuk menjelaskan variabel apa saja yang mempengaruhi inidividu untuk memiliki intensi berperilaku untuk menyewa pakaian yang dalam konteks kajian perilaku konsumen adalah minat beli pada platform aplikasi penyewaan pakaian. Metode yang digunakan adalah metode penelitian kuantitatif dengan pendekatan positivistik. Jenis penelitian ini adalah penelitian eksplanatif dengan survey sebagai teknik pengumpulan data. Sampel yang digunakan adalah 100 orang pengikut akun Instagram Style Theory dengan nama akun @styletheoryid yang didapat dari perhitungan rumus Slovin dengan teknik random sampling. Teknik analisis data yang digunakan adalah analisis regresi linier berganda yang berfungsi untuk membuktikan hipotesis penelitian. Berdasarkan hasil analisis, diketahui bahwa Theory of Planned Behavior berpengaruh positif terhadap minat beli konsumen. Hasil pengujian hipotesis secara parsial (uji t) menunjukkan bahwa ketiga variabel independen yaitu Attitude Towards Behavior (X1), Subjective Norms (X2), dan Perceived Behavioral Control (X3) berpengaruh positif terhadap variabel dependen yaitu minat beli (Y) dengan pengaruh variabel Attitude Towards Behavior (X1) yang paling dominan. Dari hasil uji hipotesis secara simultan (uji F) dapat diketahui bahwa ketiga variabel independen yaitu Attitude Towards Behavior (X1), Subjective Norms (X2), dan Perceived Behavioral Control (X3) berpengaruh positif secara bersamaan terhadap variabel dependen yaitu minat beli (Y) dengan angka pengaruh sebesar 41,1% (R2 Adj.)
English Abstract
This study discusses The Planned Behavior theory which consists of 3 variables, namely Attitude Towards Behavior, Subjective Norms, and Perception Behavior Controll to explained what variables were related to individual’s intention to rent clothes which also known as purchase intention to clothing rental applications in consumer behavior’s field. The method used was a quantitative researched method. This type of researched was an explanatory researched with a quetionnaire as a data collection technique. The sample used was 100 people who followed instagram style theory account with the name of @styletheoryid account obtained from the calculation of the slovin formula with random sampling technique. The data analysis technique used was multiple linear regression analysis that serves to prove the research hypothesis. Based on the results of the analysis, it was shows that the planned behavior theory had a positive effect on consumer’s purchase intention. The results of partial hypothesis testing (t test) showed that the independent variables which was Attitude Towards Behavior (X1), Subjective Norms (X2), and Perceived Behavior Control (X3) had a positive effects on purchase intension (Y) with Attitude Towards Behavior (X1) became the most dominant variable that influenced purchase intention. From the results of simultaneous hypothesis testing (F test) shows that independent variables which was Attitude Towards Behavior (X1), Subjective Norms (X2), and Perceived Behavioral Control (X3) influenced purchase intention (Y) with numbers influenced 41. 1% (R2 Adjusted)
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/1196/052000631 |
| Uncontrolled Keywords: | Theory of Planned Behavior, Perilaku Konsumen, Minat Beli, Theory of Planned Behavior, Consumer Behavior, Purchase Intentio |
| Subjects: | 300 Social sciences > 304 Factors affecting social behavior |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Agus Wicaksono |
| Date Deposited: | 10 Aug 2020 06:36 |
| Last Modified: | 10 Aug 2020 06:36 |
| URI: | http://repository.ub.ac.id/id/eprint/178456 |
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