Analisis Niat Beli Konsumen Terhadap Produk Kartu Prabayar Seluler Mentari

Delly Nugraha , Dra. Reni Rosari, MBA

2007 | Skripsi | S1 Extention - Accounting

This research was aimed to analyze the impact of consumer"s attitude, subjective norm, and perceived behavioral control to buying intention to Mentari Prepaid GSM Card. This research is restricted to impact of consumer"s attitude, subjective norm, and perceived behavioral control to consumer"s buying intention of Mentari prepaid GSM card based on Theory of Planned Behavior. Sample on this research are 100 consumers who had used or are using Mentari Prepaid GSM Card. Samples were taken in Yogyakarta. Sampling method was non probability sampling method with convenience sampling technique. Validity test method used was Factor analysis. Reliability test was applied with Cronbac"s Alpha. Hypothesis tested with Multiplied Linear Regression with T test and F test technique. Research found that consumer"s attitude, subjective norm, and perceived behavioral control positively and significantly effect consumer"s buying intention of Mentari prepaid GSM card. Each attitude and perceived behavioral control positively and significantly effects consumer"s buying intention to Mentari prepaid GSM card, and subjective norm partially doesn"t significantly effect consumer"s buying intention to Mentari prepaid GSM card. Lacks on this research causes ungeneralizable result on research. Next time researcher expects more volume on sample respondents and more varieties on products in order the result will be able to generalize. Keywords : attitude, subjective norm, perceived behavioral control, and buying intention

Kata Kunci : attitude, subjective norm, perceived behavioral control, and buying intention, Sikap Konsumen, Niat Beli