The Antecedents of Intention to Purchase Organic Food

DETAIL KOLEKSI

The Antecedents of Intention to Purchase Organic Food

Oleh : M Rausyah Fikri

Info Katalog

Nomor Panggil : 2015_TA_MJ_022101001

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2015

Pembimbing 1 : Farida Jasfar

Subyek : Theory of planned behavioral;Marketing management

Kata Kunci : theory of planned behavioral , subjective norm, perceived behavioral control, sincerity

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2015_TA_MJ_022101001_-Halaman-Judul.pdf
2.	2015_TA_MJ_022101001_-Bab-1.pdf
3.	2015_TA_MJ_022101001_-Bab-2.pdf
4.	2015_TA_MJ_022101001_-Bab-3.pdf
5.	2015_TA_MJ_022101001_-Bab-4.pdf
6.	2015_TA_MJ_022101001_-Bab-5.pdf
7.	2015_TA_MJ_022101001_-Daftar-Pustaka.pdf
8.	2015_TA_MJ_022101001_-Lampiran.pdf

Abstrak
Abstract

T his study was conducted to influence the effect of the Subjective Norm,Perceived Behavioral Control, and 5 dimensions of Brand Personality on Organic FoodPurchase Intention. The data used in this study are primary data. Data are collecteddirectly through the distribution of questionnaires to 160 respondents. The samplingtechnique in this research is by using purposive sampling. Test instrument of data byvalidity and reliability test. This hypothesis test using multiple linear regression analysis(Multiple Linear Regression).Hypothesis testing results show that there is a positive and significant influenceSubjective Norm, Sincerity, Excitement, and ruggedness of the Organic Food PurchaseIntention. However, this study also shows that the Perceived Behavioral Control,Competence, and Sophistication does not have a positive and significant impact on Organic Food Purchase Intention.

P enelitian ini dilakukan untuk menguji pengaruh dari Subjective Norm,Perceived Behavioral Control, dan 5 dimensi Brand Personality terhadap Organic FoodPurchase Intention. Data yang digunakan dalam penelitian ini adalah data primer. Datadikumpulkan langsung melalui penyebaran kuisioner kepada 160 responden. Teknikpengambilan sampel dalam penelitian ini adalah dengan menggunakan purposivesampling. Uji instrument data menggunakan uji validitas dan uji reliabilitas. Ujihipotesis dalam penelitian ini menggunakan analisis regresi linier berganda (MultipleLinier Regression).Hasil pengujian hipotesis menunjukkan bahwa terdapat pengaruh positif dansignifikan Subjective Norm, Sincerity, Excitement, dan Ruggedness terhadap OrganicFood Purchase Intention. Namun penelitian ini juga menunjukkan bahwa PerceivedBehavioral Control, Competence, dan Sophistication tidak memiliki pengaruh positifdan signifikan terhadap Organic Food Purchase Intention.