Pengaruh Sikap, Norma Subyektif, Kontrol Perilaku terhadap Minat Beli produk secara online di Shopee

Yuwinda Witriyana, Ikhwan Faisal, Ahmad Rifani

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This study aims to analyze the effect of attitudes, subjective norms, behavior controls simultaneously and partially to the interest of buying products online at Shopee Sites. The variables studied in detail are attitudes, subjective norms and behavior control as independent variables, as well as buying interest as a dependent variable. This type of research uses explanatory research to explain the causal relationship between the variables that influence the hypothesis. Respondents in this study were 45 regular undergraduate students consisting of IESP, Accounting and Management students. Analysis method using Multiple Linear Regression Analysis.The results of this study indicate that Attitude, Subjective Norm and Behavioral Control have a simultaneous influence on Buy Interest Online at Shoope Indonesia in Regular S1 Student Faculty of Economics and Business Unlam. While Subjective Attitudes and Norms have no partial effect on Buy Interest Online in Shoope Indonesia, but Behavior Control has partial influence on Buy Interest Online at Shoope Indonesia in Regular S1 Student of Faculty of Economics and Business Unlam.

Keywords: Attitude, Subjective Norm, Behavior Control, and Buying Interest


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Referensi


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