FAKTOR YANG MEMPENGARUHI NIAT BELI KONSUMEN MEMBELI ”TAHUBAXO IBU PUDJI” (PENDEKATAN THEORY OF REASONED ACTION)

Abstract

Abstract: This research aims to analyze the influence of consumer attitudes, subjective norms, customer satisfaction and trust of the product to the purchase intention tofu meatballs in "TahuBaxo Ibu Pudji" .The basic method used in this study is descriptive analysis.The method of determining the location in this study is purposive (deliberate). Determination of samples using judgment sampling method with special characteristicof the sample is someone who has visited the outlet and buy the product "TahuBaxo Ibu Pudji" for personal consumption needs The sample consists of 100 people. The analytical method used is Structural Equation Modeling (SEM) with SmartPLS 3.0 analysis tool.The result of this research indicates consumer attitudes positively affect the intention of purchasing tofu meatballs in "TahuBaxo Ibu Pudji" with t-statistic value greater than t-table (3,434> 1.,661). The subjective norm positively affects the intention of purchasing tofu meatballs in "TahuBaxo Ibu Pudji" with t-statistic value greater than t-table (2,169> 1,661). Consumer satisfaction has a positive effect the intention of purchasing tofu meatballs in "TahuBaxo Ibu Pudji" with t-statistic value greater than t-table (2.058> 1,661). The belief of the product has no effect on the intention of purchasing tofu meatball in "TahuBaxo Ibu Pudji" with t-statistic value smaller than t-table (0,101 <1,661).

Keywords:SEM Method, Purchase Intention, Tofu Meatball.