Consumer purchase intention using recent action theory, social value, and emotional value toward purchasing healthy foods in Pekanbaru and Yogyakarta

This study aims to research healthy foods utilizing the theory of reasoned action and including factors such as social and emotional value. The idea of research study is to determine whether there is a positive relationship between social values attitude and subjective norms, emotional values toward subjective norms and attitude, attitude toward buy intention, and subjective norms toward purchase intention. This research used the quantitative approach and the program used in data processing to find findings from the data, AMOS SEM. The population consists of people in Yogyakarta and Pekanbaru, with a non-probability sampling sample and a number of samplings of 303 respondents. The method employed for collecting data entails utilizing a questionnaire that has undergone rigorous testing to establish its validity and reliability. Finding shows that all hypothesis was accepted. It means there was a positive relationship for each variable toward healthy foods. The findings indicated that all the relationships between the hypotheses were positive, which could be evaluated based on the minimum score. If the value of C was larger than R and the accompanying P-value was less than 0.05 but more significant than 1.96, the association was declared positive. Key Words:Theory of Reasoned Action, Healthy Foods, Attitudes, Subjective Norms, Purchase Intention