Penerapan Theory of Planned Behavior dalam memprediksi niat membeli Shampoo Sunsilk Clean and Fresh

IZA, Mista'ul, Hilman Najib, Ir.,MA

2005 | Tesis | Magister Manajemen

Penelitian ini merupakan aplikasi dari theory of planned behavior yang digunakan untuk memprediksi niat membeli shampoo Sunsilk Clean & Fresh (SCF). Penelitian ini bertujuan menguji signifikansi pengaruh masing-masing variabel independen (sikap terhadap perilaku, norma subjektif, dan kontrol keperilakuan yang dirasakan) terhadap variabel dependen (niat untuk membeli shampoo SCF) serta menguji signifikansi pengaruh sikap terhadap perilaku, norma subjektif, dan kontrol keperilakuan yang dirasakan, secara bersama-sama terhadap niat untuk membeli shampoo SCF. Sunsilk Clean & Fresh sendiri merupakan salah satu varian baru yang diluncurkan oleh Unilever dan ditujukan pada wanita berkerudung. Theory of planned behavior telah teruji dan banyak digunakan dalam penelitian tentang perilaku konsumen. Hasil uji t dalam penelitian ini menunjukkan bahwa sikap terhadap perilaku tidak berpengaruh secara signifikan terhadap niat untuk membeli shampoo SCF. Adapun norma subjektif berpengaruh secara signifikan terhadap niat untuk membeli shampoo SCF, dan kontrol keperilakuan yang dirasakan tidak berpengaruh secara signifikan terhadap niat untuk membeli shampoo SCF. Hasil uji F dalam penelitian ini menunjukkan bahwa sikap terhadap perilaku, norma subjektif, dan kontrol keperilakuan yang dirasakan, secara bersama-sama mempengaruhi niat beli konsumen terhadap produk shampoo Sunsilk Clean & Fresh secara signifikan.

This paper is an application of Theory of Planned Behavior that used to predict intention to perform a behavior of buying Sunsilk Clean & Fresh (SCF) shampoo. This paper planned to examine independent variables (attitude toward the behavior, subjective norms, and perceived behavioral control) that significantly predict the dependent variable (intention to perform a behavior), to examine a combination of attitude toward the behavior, subjective norms, and perceived behavioral control that significantly predict the intention to perform a behavior. SCF is one of the new variants that launched by Unilever and segmented for Muslimah who wear jilbab. Theory of Planned Behavior was tested and many used for the research of consumer behavior. The results of the t test in this research reveal that the attitude toward the behavior had no significant impact on intention to perform of behavior. The subjective norms regarding the behavior had strong significant impact on intention to perform a behavior of buying SCF, and the perceived behavioral control had no significant on intention to perform a behavior of buying SCF. The result of F test in this research reveals that a combination of attitude toward the behavior, subjective norms, and perceived behavioral control had significant impact on intention to perform a behavior of buying SCF.

Kata Kunci : Manajemen Pemasaran,Perilaku Konsumen,Sikap, consumer behavior, theory of planned behavior, attitude toward the behavior, subjective norms, and perceived behavioral control, and intention to perform a behavior