FAKTOR-FAKTOR YANG MEMENGARUHI PERILAKU KONSUMSI MI INSTAN DI KALANGAN MAHASISWA KOTA SEMARANG: PENDEKATAN THEORY OF PLANNED BEHAVIOR

Abstract

Abstract: Instant noodle is one of the instant food that consumed by many groups including college students. This research aims to determine factors that influence intention and consumption behavior on instant noodle among college students in Semarang with Theory of Planned Behavior approach. Basic method used in this study are descriptive and analytic. Semarang city as research location determined by purposive sampling method. The sampling method is accidental sampling with 100 respondents. Path analysis is used in this study to know factors that influence intention and behavior directly and indirectly. The result showed that attitude (sig=0,000) and perceived behavioral control (sig=0,009) have direct effect towards intention to consume instant noodle among student college in Semarang city. Direct effect towards instant noodle consumption behavior showed by intention (sig=0,000). Based on sobel test, attitude (sig=0,001) and perceived behavioral control (sig=0,018) have indirect effect to instant noodle consumption behavior with consumption intention as a mediator.

Keywords: Instant noodle, Theory of Planned Behavior, Path Analysis, Intention, Behavior