Peran Sikap, Nornma Subjektif, dan Perceived Behavioral Control terhadap Intensi Membeli Pakaian Bekas
Fatimah Lubis & Eka Danta Jaya Ginting ABSTRAK
Penelitian ini bertujuan untuk mengetahui sejauhmana peran sikap, norma subjektif, dan perceived behavioral control terhadap intensi membeli pakaian bekas. Serta peranan masing-masing aspek terhadap intensi membeli pakaian bekas. Penelitian ini menggunakan pendekatan kuantitatif dengan mengambil 297 orang yang dipilih sebagai responden penelitian melalui teknik incidental sampling di kota Medan. Pengumpulan data dilakukan melalui skala sikap, skala norma subjektif, skala perceived behavioral control, dan skala intensi yang disusun berdasarkan teori Ajzen (2005) mengenai Theory of Planned Behavior. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, perceived behavioral control secara bersama-sama memberikan peran positif yang signifikan terhadap intensi membeli pakaian bekas (F=172.201; p=0.000; R=0.799; R2=0.634); sikap berperan positif namun tidak signifikan terhadap intensi membeli pakaian bekas (p=0.143; R=0.086; R2=0.007); norma subjektif memiliki peran positif yang signifikan terhadap intensi membeli pakaian bekas (p=0.000; R=0.233; R2=0.054); perceived behavioral control memiliki peran positif yang signifikan terhadap intensi membeli pakaian bekas (p=0.000; R=0.529; R2=0.279).
Kata kunci: intensi, sikap, norma subjektif, perceived behavioral control, pakaian bekas
The Role of Attitudes, Subjective Norms, and Perceived Behavioral Control Toward Purchase Intention of Used Clothing
Fatimah Lubis & Eka Danta Jaya Ginting ABSTRACT
This study aimed to determine the role of attitudes, subjective norms, and perceived behavioral control toward purchase intention of used clothing. This study used the quantitative approach and involved 297 respondents as subject and selected using incidental sampling. The data was collected by the scale of attitude, subjective norms, perceived behavioral control and scale of intention based on Theory of Planned Behavior by Ajzen (2005). The results showed that attitudes, subjective norms, and perceived behavioral control were positively significant to purchase used clothing. Furthermore subjective norms and perceived behavioral control were positively significant of the intention to purchase used clothing, while the attitude factor were not significant to purchase used clothing.
Keyword: intention, attitudes, subjective norms, perceived behavioral control, used clothing
