MUHAMMAD, ADAM FIRDAUS (2026) PENGARUH ATTITUDE, SUBJECTIVE NORM, PERCEIVED BEHAVIORAL CONTROL, DAN PERCEIVED CONSUMER EFFECTIVENESS TERHADAP PURCHASE INTENTION PRODUK SUSTAINABLE FASHION. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Studi kuantitatif ini mengevaluasi dampak Attitude, Subjective Norm, Perceived Behavioral Control, serta Perceived Consumer Effectiveness terhadap minat beli (Purchase Intention) pada barang fesyen berkelanjutan (sustainable fashion). Dengan menerapkan teknik purposive sampling (non- probabilitas), terkumpul 201 responden dari wilayah DKI Jakarta yang paham serta berminat pada produk ramah lingkungan. Instrumen kuesioner disebarkan via Google Forms, sementara pengujian hipotesis dijalankan melalui teknik Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) menggunakan SmartPLS 4.0. Temuan studi mengonfirmasi bahwa Attitude, Subjective Norm, dan Perceived Behavioral Control memberikan pengaruh positif serta signifikan terhadap minat beli, sedangkan Perceived Consumer Effectiveness mencatatkan pengaruh positif namun tidak signifikan. Kata Kunci: Attitude, Subjective Norm, Perceived Behavioral Control, Perceived Consumer Effectiveness, Purchase Intention
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43122010293 |
| Uncontrolled Keywords: | Attitude, Subjective Norm, Perceived Behavioral Control, Perceived Consumer Effectiveness, Purchase Intention |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CLAUDIA ASTRIANI |
| Date Deposited: | 10 Sep 2026 06:29 |
| Last Modified: | 10 Sep 2026 06:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103766 |
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