PENGARUH SIKAP, PERSEPSI KONTROL PERILAKU, DAN NORMA SUBJEKTIF PADA NIAT BELI KOSMETIK ORGANIK: STUDI PADA MAHASISWA UNIVERSITAS SEBELAS MARET SURAKARTA

Abstract

This study aims to examine and analyze theoretically and empirically, the influence of attitudes, perceived behavioral control and subjective norms on intention to buy organic products kometik moderated by Perceived behavioral control. Consumer values that include health consciousness, environmental consciousness, and appearance consciousness tested its effect on attitudes toward the purchase of organic cosmetics. This study describes the causal relationships between variables through hypothesis testing research. Collection methods in this study was conducted using the survey method using questionnaires. The population in this study were all students at Sebelas Maret Surakarta University who are interested in organic
cosmetic products. Sample of this study are 100 respondents. Sampling using purposive sampling techniques and hypothesis testing using the Multiple Regression analysis. These results indicate that health consciousness and appearance consciousness have significant effect on attitudes toward the purchase of organic cosmetics while environmental consciousness is not. Attitudes toward the purchase of organic cosmetics, perceived behavior
control, and subjective norms have significant effect on purchase intention of organic cosmetics. Perceived behavioral control was significant as a moderation variable which is influence the relationship between attitudes toward the purchase of organic cosmetics and purchase intention of organic cosmetics.