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Pengaruh Sikap dan Norma Subyektif terhadap Niat Beli Mahasiswa sebagai Konsumen Potensial Produk Pasta Gigi Close Up

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  • Murwanto Sigit

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh secara langsung dari sikap konsumen dan norma subyektif terhadap niat untuk membeli produk pasta gigi Close Up. Hipotesis yang diajukan dalam peneli¬tian ini adalah a) diduga sikap konsumen dan norma subyektif konsumen secara bersama-sama berpengaruh terhadap niat beli, b) diduga sikap konsumen secara parsial berpengaruh terhadap niat beli, dan c) diduga norma subyektif konsumen secara parsial berpengaruh terhadap niat beli. Sampel ditentukan dengan metode convenience sampling dari populasi mahasiswa Universitas Islam Indonesia. Data primer dikumpulkan menggunakan kuesioner melalui survey. Sampel penelitian terdiri dari 100 mahasiswa Universitas Islam Indonesia yang belum pernah membeli produk pasta gigi Close Up. Analisis data dilakukan dengan menggunakan Regresi Linear Berganda.Hasil penelitian menunjukkan bahwa a) sikap dan norma subyektif secara bersama-sama (simultan) berpengaruh terhadap niat beli, b) sikap konsumen secara parsial berpengaruh terhadap niat beli, dan c) norma subyektif secara parsial berpengaruh terhadap niat beli.Kata kunci: sikap, norma subyektif, niat beli

Suggested Citation

  • Murwanto Sigit, 2006. "Pengaruh Sikap dan Norma Subyektif terhadap Niat Beli Mahasiswa sebagai Konsumen Potensial Produk Pasta Gigi Close Up," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 11(1).
    • Handle: RePEc:uii:jsbuii:v:11:y:2006:i:1:id:413
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