ANTESEDEN DARI MINAT PEMBELIAN PRODUK SHAMPO NATURAL DAN ORGANIK
ABSTRACT: The objective
of this research
is to examine
the consumer purchase
intention of natural and organic
shampoo products based on the Theory of Planned Behavior (TPB). Specifically,
this research considers
that consumer values
as antecedents of consumers’
attitude toward buying natural and organic
shampoo products. A survey was conducted with many respondents
from graduate students of Magister Management,
Trisakti University, Jakarta,
and structural equation
modeling techniques was used
to test the
relationships among the
variables. The results show
that environmental consciousness
and appearance consciousness
have a positive effect
on attitude. Meanwhile,
health consciousness has
no significant effect on
consumers’ attitude. Moreover, the results showed that TPB predictors which consist
of attitude and
perceived behavioral control
are significantly correlated with
purchase intention for natural and organic shampoo products, but not with
subjective norm. This
research provides valuable
insight into consumer purchase intention behavior
regarding natural and organic shampoo products by examining the factors that
influence consumers’ attitude toward buying natural and organic
shampoo products and consumers’
purchase intentions for the products.
Keywords: Consumer Behaviour,
Theory of Planned Behavior, Attitude, Purchase Intention, Personal Care
Penulis: Andrian Haro
Kode Jurnal: jpmanajemendd150682
