Pengaruh Sikap, Norma Subjektif, Dan Kontrol Perilaku Terhadap Minat Beli

Abstract

The purpose of this study to determine the effects of attitudes, subjective norms, and behavioral control on purchase intention. Causal research is the research used in this study. This research was conducted at the Ganesha Education University (UNDIKSHA) with a sample of 390 respondents. This study uses quantitative data from questionnaires, while the data source uses primary data. In this study, the questionnaire method is a method used for data collection. The research instrument used was a questionnaire with a Likert scale. Techniques or ways to analyze the data used are multiple linear regression analysis, t test, and f test with the SPSS data processing application. This study shows the results that there is a partial and simultaneous influence on attitudes, subjective norms, and behavioral control on consumer buying interest in cosmetics.