Pengaruh attitudes, subjective norms, perceived behavioral control terhadap niat membeli produk perusahaan Sosial Du Anyam Indonesia = The influence of attitudes, subjective norms, perceived behavioral control on purchasing products of Du Anyam Social enterprise in Indonesia

Kusuma, Albert (2025) Pengaruh attitudes, subjective norms, perceived behavioral control terhadap niat membeli produk perusahaan Sosial Du Anyam Indonesia = The influence of attitudes, subjective norms, perceived behavioral control on purchasing products of Du Anyam Social enterprise in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh sikap konsumen (Attitude), norma subjektif (Subjective Norms), dan kontrol perilaku yang dirasakan (Perceived Behavioral Control) terhadap niat untuk membeli produk perusahaan sosial Du Anyam Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online yang disebarkan kepada individu yang pernah membeli produk Du Anyam. Jumlah sampel yang dianalisis sebanyak 219 responden, dengan teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 4.0.9.9. Hasil penelitian menunjukkan bahwa variabel Attitude dan Subjective Norms berpengaruh positif dan signifikan terhadap niat beli konsumen. Namun, variabel Perceived Behavioral Control tidak memiliki pengaruh signifikan terhadap niat beli (Purchase Intention). Temuan ini menunjukkan bahwa tidak semua komponen dalam Theory of Planned Behavior berperan secara langsung dalam konteks pembelian produk perusahaan sosial. Implikasi dari hasil ini memberikan masukan bagi Du Anyam untuk lebih fokus dalam memperkuat sikap positif dan dukungan sosial konsumen guna meningkatkan intensi pada pembelian produk. / This study aims to analyze the influence of consumer attitude, subjective norms, and perceived behavioral control on the intention to purchase products from Du Anyam, a social enterprise in Indonesia. A quantitative research approach was employed, using an online survey distributed to individuals who had previously purchased Du Anyam products. A total of 219 valid responses were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software. The results indicate that consumer attitude and subjective norms have a positive and significant effect on purchase intention. However, perceived behavioral control does not show a significant influence. These findings suggest that not all components of the Theory of Planned Behavior directly affect consumers’ purchasing intentions in the context of social enterprise products. The study provides practical implications for Du Anyam to focus on strengthening consumer attitudes and leveraging social influence to increase purchase intentions.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Kusuma, Albert
NIM01011190013
albertkusuma59@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Simatupang, Apriani
NIDN0301048302
apriani.simatupang@uph.edu
Uncontrolled Keywords: sikap konsumen; norma subjektif; kontrol perilaku yang dirasakan; niat beli; perusahaan sosial; du anyam; theory of planned behavior. consumer attitude; subjective norms; perceived behavioral control; purchase intention; social enterprise; du anyam; theory of planned behavior.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Albert Kusuma
Date Deposited: 30 May 2025 09:42
Last Modified: 30 May 2025 09:42
URI: http://repository.uph.edu/id/eprint/68492

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