The Analysis of Intention to Buy: An Extended Theory of Planned Behavior

Abstract

This research is aimed to test an empirical study on UNSOED Press. The study took the title: "The Analysis of Intention to Buy: An Extended Theory of Planned Behavior". The purpose of this research is to know and find empirical evidence of the influence of Brand Awareness, Price, Attitude, Subjective Norm, Perceived Behavioral Control of Purchase Intention. The population in this study were students in Universitas Jenderal Soedirman. The samples in this study were 211 person. Sample determination using the Convenience sampling method. The analysis tool used is multiple regression. Based on the results of the research and analysis of data shows that:(1) Brand Awareness has no effect on Purchase Intention. (2) Price has a positive effect on Purchase Intention. (3) Attitude has a positive effect on Purchase Intention. 4 Subjective Norm has no effect on Purchase Intention. 5 Perceived Behavioral control has a positive effect on Purchase Intention. The implication of the conclusion above is, UNSOED Press has to build awareness among students or target market. Promotion from faculty and lecturers must be improved. Lecturers can provide suggestions for using UNSOED Press during classroom learning. For the price, respondent said the price was not too expensive and have to maintance quality.

The Effect of Price Perception and Product Quality on Consumer Purchase Interest with Attitude and Perceived Behavior Control as an Intervention Study on Environmentally Friendly Food Packaging (Foopak)

“…In the theory of planned behavior that has been very familiar in marketing, explaining that intention and behavior are based on three factors that influence it such as Attitude, subjective norms and Perceived Behavior Control (Ajzen, 2015). SDG theory has become a basis and reference in various studies and has agreed that Attitude can bring changes to customer interest (Fadilla, et al, 2018;Rahadjeng & Fiandari, 2020;Pena-Garcia, et al, 2020;Pinasthika, et al, 2021), subjective norms increase customer intentions (Fadilla, et al, 2018;Rahadjeng & Fiandari, 2020;Hasan & Suciarto, 2020) and Perceived Behavior Control can improve customer intent (Fadilla, et al, 2018;Rahadjeng & Fiandari, 2020;Purnama & Adi, 2019). However, researchers have not found any previous journals on the influence of Price Perception variables on subjective norms.…”

“…Attitude towards organic food has the strongest influence on purchase intention among the other two variables (Hasan & Suciarto, 2020). Attitude has a positive effect on purchase intention (Pinasthika, Suroso, & Wulandari, 2021). The attitude towards behavior that he considers positive will later be chosen by the individual to behave.…”

Examining customer intentions to purchase intelligent robotic products and services in Taiwan using the theory of planned behaviour

“…Product Price denotes the tangible value of the product or the status of the product or service and its ownership following procurement [ 53 ]. It’s a significant factor that’s regulated and measured for the consumer’s approval, as well as real or perceived values that are indicative of purchasing a service or product [ 54 , 55 ]. The market strategy is to create income and distinguish production costs [ 56 ].…”

“…The market strategy is to create income and distinguish production costs [ 56 ]. The importance of PP enhances the positive effect and promotion of a person’s intention to purchase and the cost of the product [ 55 , 57 ]. Product Price perceptions have relations to perceived value that directly impact consumer purchasing behaviours and intentions [ 58 ].…”