Pengaruh Attitude Toward Behavior, Subjective Norm, dan Perceived Behavioral Control terhadap Keputusan Pembelian Tiket Konser Amal dengan Niat Berdonasi sebagai Mediator: Studi pada Ramadhan Jazz Festival 2026

Fernanda Muhammad Totti, Handini Audita, S.E., M.Sc.

2026 | Skripsi | MANAJEMEN

Fenomena konser amal berkembang sebagai salah satu bentuk donasi berbasis pengalaman yang menyatukan nilai hiburan dan kepedulian sosial. Akan tetapi, faktor psikologis yang mendorong konsumen untuk membeli tiket konser amal belum banyak diteliti secara empiris. Penelitian ini menguji pengaruh attitude toward behavior, subjective norm, dan perceived behavioral control terhadap keputusan pembelian tiket Ramadhan Jazz Festival dengan niat berdonasi sebagai variabel mediasi.

Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan penggunaan Theory of Planned Behavior (TPB). Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4.

Hasil penelitian menunjukkan bahwa attitude toward behavior, subjective norm, dan perceived behavioral control berpengaruh positif dan signifikan terhadap niat berdonasi. Niat berdonasi juga berpengaruh positif dan signifikan terhadap keputusan pembelian tiket konser amal. Selain itu, niat berdonasi terbukti memediasi pengaruh ketiga variabel independen terhadap keputusan pembelian. Temuan ini mengonfirmasi relevansi TPB dalam konteks experience-based donation dan menegaskan bahwa keputusan pembelian tiket konser amal terbentuk melalui proses bertahap, yaitu dimulai dari evaluasi sikap, tekanan normatif, dan persepsi kendali menuju niat berdonasi, kemudian mendorong tindakan pembelian nyata.

Charity concerts as an experience based form of donation are growing rapidly in Indonesia, yet the psychological factors that drive ticket purchase decisions remain under-explored. This study aims to analyze the effect of attitude toward behavior, subjective norm, and perceived behavioral control on ticket purchase decisions for Ramadhan Jazz Festival with donation intention as mediating variable.

This study uses a quantitative approach with an explanatory research design. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The theoretical foundation applied is Theory of Planned Behavior (TPB).

The result shows that attitude toward behavior, subjective norm, and perceived behavioral control each positively and significantly influence donation intention. Donation intention also positively and significantly affects ticket purchase decisions. Furthermore, donation intention is confirmed as a mediating variable between all three independent variables and purchase decisions. These findings validate the applicability of TPB within experience based donation contexts and affirm that charity concert ticket purchase decisions form through a sequential process, from attitudinal evaluation, normative pressure, and perceived control to donation intention, which ultimately drives actual purchase behavior.

Kata Kunci : Theory of Planned Behavior, Experience-Based Donation, Niat Berdonasi, Keputusan Pembelian, Konser Amal