Pengaruh Attitude, Subjective Norm, Dan Perceived Behavioral Control Terhadap Online Purchase Intention Pada Clothing Brand Lokal Yogyakarta

Yenni Anggraini

doi:10.59945/jpnm.v3i1.280

Authors

Yenni Anggraini Manajemen, Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.59945/jpnm.v3i1.280

Abstract

Tujuan penelitian ini adalah untuk menganalisis attitude, subjective norm, dan perceived behavioral control terhadap online purchase intention pada Clothing Brand Lokal Yogyakarta. Penelitian ini menggunakan metode non-probability sampling dan Teknik purposive sampling dengan sampel yang berjumlah 100 responden. Jenis penelitian yang dilakukan menggunakan metode penelitian kuantitatif. Data diolah menggunakan SPSS versi 24. Metode analis data yang digunakan dalam penelitian meliputi uji validitas, uji reliabilitas, uji asumsi klasik (distribusi normal, multikolinearitas, heteroskedastisitas), analisis regresi berganda, uji t, uji f, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa attitude tidak berpengaruh signifikan terhadap online purchase intention, sedangkan subjective norm dan perceived behavioral control berpengaruh positif dan signifikan terhadap online purchase intention.

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