PENGARUH ATTITUDE, SUBJECTIVE NORM, DAN PERCEIVED BEHAVIOR CONTROL TERHADAP PURCHASE INTENTION MAKANAN SEHAT DI CRUNCHAUS SURABAYA

Hanjaya Siaputra; Enrico Isaac

doi:10.9744/jmp.6.1.9-18

Authors

Hanjaya Siaputra Program Manajemen Perhotelan, Universitas Kristen Petra, Jl. Siwalankerto 121-131, Surabaya
Enrico Isaac Program Manajemen Perhotelan, Universitas Kristen Petra, Jl. Siwalankerto 121-131, Surabaya

:

https://doi.org/10.9744/jmp.6.1.9-18

Keywords:

Sikap, Norma Subjektif, Perceived Behavior Control, Minat Beli

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh attitude, subjective norm, dan perceived behavior control terhadap purchase intention makanan sehat di Crunchaus Surabaya. Penelitian ini dilakukan terhadap 205 responden, hasil penelitian menunjukkan bahwa attitude, subjective norm, dan perceived behavior control berpengaruh positif dan signifikan terhadap purchase intention makanan sehat di Crunchaus Surabaya. Variabel attitude merupakan variabel yang paling dominan terhadap purchase intention makanan sehat di Crunchaus Surabaya

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