Electronic Theses and Dissertation

Penelitian ini dilakukan untuk mengkaji pengaruh sikap dan norma subjektif terhadap perilaku pembelian pelanggan di toko kosmetik di banda aceh. peran mediasi dari niat membeli dan kontrol perilaku yang dirasakan juga diteliti. data dikumpulkan melalui kuesioner yang diisi oleh 260 responden. teknik analisis yang digunakan adalah structural equation modelling (sem). hasil penelitian menunjukkan bahwa sikap tidak berpengaruh signifikan terhadap perilaku pembelian, dan kontrol perilaku hijau yang dirasakan tidak secara langsung memengaruhi niat membeli pelanggan. kata kunci: sikap, norma subjektif, perilaku pembelian, kontrol perilaku yang dirasakan, niat membeli.

This research is conducted to examine the influence of attitude and subjective norm on customer purchase behaviour in banda ache’s cosmetic stores. The mediating role of purchase intention and perceived behavioural control . Data were collected by questionnaire filled in by 260 respondents. The analysis techniques used was Structural Equation Modelling (SEM). The results showed that Attitude does not significantly influence the purchase behaviour and green perceived behavioural control does not directly influence purchase intention of customers. Keywords: Attitude, Subjective Norm, Purchase Behaviour, Perceived Behavioural Control, Purchase intention