Konsekuensi dari Subjektif Norms, Attitudes, dan Perceived Behavior Control
DOI:
https://doi.org/10.31004/jptam.v7i2.9248Keywords:
Norma Subyektif, Sikap, Kontrol Perilaku, Niat BeliAbstract
Tujuan dari penelitian ini adalah untuk memperoleh bukti empiris yang terkait: Untuk menganalisis pengaruh Subjective Norm, Attitude, Perceived Behavioral Control terhadap Purchase Intention. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang merupakan pengguna fitur GoFood dengan minimal satu tahun dalam penggunaannya. Dalam penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang dibuat menggunakan Google Form dan didistribusikan kepada 200 responden. Hasil dari penelitain ini menunjukkan bahwa terdapat pengaruh positif dari Attitude terhadap Purchase Intention serta terdapat pengaruh negatif dari Subjective Norms dan Perceived Behavioral Control terhadap Purchase Intention.
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