The Analysis of consumer attitude and intention toward Kompas Cyber Media

PASOREH, Tommie Belgino, Drs. Sahid Susilo Nugroho, MSc

2002 | Tesis | Magister Manajemen

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More and more newqaper companies are relying on e-commerce as a principal method of revenue. However, little is known about the behaviors of online subscribers. The focus of this research was to measure and to uncover the current condition of netters ' attitud and intention toward w.kompa s.com. Internet user attitudes mui intentions to access the online-news we bsite were studied within the theoretical constructs of the Theory of Reasoned Action. The Theory of Reasoned Action (Azjen and Fishbein 1980) was adopted to examine the signlficant injluence of attitudes and subjective norm toward behavior intention to access www. kompas. com partially and sinnilmeously. 7he Theory of Reasoned Action has been succes@illy tested in the subjects' behavioral setting. Findings of the research indicated that behavior intention to access @I) is partially and simultaneously influenced by attitude (Abi) toward behavior and subjective norm (SN). Beta coefJicient of attitude toward behavior variable has been majoring the variables behavioral intention variable.

Kata Kunci : Sikap Konsumen,Internet,Kompas Cyber Media