APLIKASI THEORY OF PLANNED BEHAVIOR DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU CAIR DALAM KEMASAN PADA MAHASISWA INDONESIA DAN MALAYSIA

Jurnal Agribisnis Indonesia

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Title APLIKASI THEORY OF PLANNED BEHAVIOR DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU CAIR DALAM KEMASAN PADA MAHASISWA INDONESIA DAN MALAYSIA
 
Creator Fitriana, Rofikah
Suprehatin, Suprehatin
 
Subject liquid milk
product attributes
theory of planned behavior
 
Description The consumption rate of milk in Indonesia is still lower than other countries in ASEAN, including Malaysia. A geographical difference makes the consumer of packaged milk of both countries have different behavior in purchasing decisions. According to the theory of planned behavior (TPB), the purchasing decision was formed by intention that is influenced by attitude toward behavior, subjective norm, and perceived behavioral control. Product attributes such as price, brand and packaging were also considered to influence the purchasing decision. This research aims to examine the effects of theory of planned behavior and product attribute on purchase decision of packaged liquid milk products towards Indonesian and Malaysian undergraduate students. The empirical research builds on an online survey with a sample of 200 undergraduate students. The results from the structural-equation modeling confirm that the significant variables on TPB for Indonesian students were attitude toward behavior and perceived behavioral control, and for Malaysian students were attitude toward behavior, subjective norm, and perceived behavior control. The significant variables on product attributes for Indonesian students were the brand and product quality, and there was no significant variable for Malaysian students.
 
Publisher Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University
 
Date 2018-12-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ipb.ac.id/index.php/jagbi/article/view/25238
10.29244/jai.2018.6.2.149-168
 
Source Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness); Vol. 6 No. 2 (2018): Desember 2018 (Jurnal Agribisnis Indonesia); 143-152
Jurnal Agribisnis Indonesia ; Vol 6 No 2 (2018): Desember 2018 (Jurnal Agribisnis Indonesia); 143-152
2579-3594
2354-5690
 
Language eng
 
Relation http://journal.ipb.ac.id/index.php/jagbi/article/view/25238/16411
 
Rights Copyright (c) 2018 Jurnal Agribisnis Indonesia
 

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