SUNARTO, NOVIA (2018) PENGARUH SIKAP, NORMA SUBJEKTIF DAN KONTROL PERILAKU YANG DIRASAKAN TERHADAP NIAT MEMBELI (Studi Kasus BreadTalk). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to determine the effect of attitude, subjective norms and perceived behavior control on buying intentions in the region of BreadTalk customers at West Jakarta. This type of research is descriptive research with quantitative approaches, as for the data collection technique is done with a technique method of causality with the selection of the sample using the method of incidental sampling. Sample as many as 100 of the respondents which is active student customers BreadTalk. The data analysis used was multiple linear regression analysis with SPSS statistics software tool version 23. The results of this research show that the attitudes variable, subjective norms variable and perceived behavior control has a positive and significant effect against the intention of buying customers BreadTalk. But in a partial attitude variable has more positive and significant effect to the intention of buying customers BreadTalk, then follow by subjective norms variable. In contrast to the perceived behavior control, partially this variable has not been influential positively and significantly to the intention of buying customers BreadTalk. Keywords : Attitude, Subjective Norms, Perceived Behavior Control, Purchase Intention Penelitian ini bertujuan untuk mengetahui pengaruh sikap, norma subjektif dan kontrol perilaku yang dirasakan terhadap niat membeli pada pelanggan BreadTalk di wilayah Jakarta Barat. Jenis penelitian yang digunakan adalah penelitian deskriptif dengan pendekatan kuantitatif, adapun teknik pengumpulan data dilakukan dengan teknik metode kausalitas dengan pemilihan sample menggunakan metode insidental sampling. Sample sebanyak 100 responden yang merupakan mahasiswa aktif pelanggan BreadTalk. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistic SPSS versi 23. Hasil penelitian ini menunjukan bahwa Sikap dan Norma Subjektif dan Kontrol Perilaku yang Dirasakan berpengaruh positif dan signifikan terhadap Niat Membeli pelanggan BreadTalk. Namun secara parsial Sikap berpengaruh lebih positif dan signifikan terhadap Niat Membeli pelanggan BreadTalk, kemudian di ikuti oleh Norma Subjektif. Berbeda dengan Kontrol Perilaku yang Dirasakan, secara parsial variabel ini belum berpengaruh secara positif dan signifikan terhadap Niat Membeli pelanggan BreadTalk. Kata Kunci : Sikap, Norma Subjektif, Kontrol Perilaku yang dirasakan, Niat Membeli.
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