PENGARUH SIKAP DAN NORMA SUBYEKTIF TERHADAP NIAT KONSUMEN MEMBELI SEPEDA MOTOR HONDA VARIO TECHNO 125 CBS

  • I Wayan Bhakta Pradnyana Universitas Udayana
  • Tjok Gede Raka Sukawati Fakultas Ekonomi dan Bisnis Universitas Udayana

Abstrak

According to the Theory of Reasoned Action of Fishbein and Ajzen, states that a person's actions are the realization of a desire or intention of a person to act. Factors affecting the intention is the attitude in action, and subjective norms regarding the perception of a person. This study aims to determine the effect of attitudes and subjective norms on consumer intentions to buy a motorcycle Honda Vario Techno 125 CBS in PT Astra Honda Motor Denpasar. Total sample in this study as many as 92 customers. Data collected by observation, interview, documentation and study questionnaires. Data were analyzed using multiple linear regression analysis. Based on the analysis states that the attitude and subjective norm positive effect on consumer intentions to buy a motorcycle Honda Vario Techno 125 CBS.

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Diterbitkan
2016-09-13
##submission.howToCite##
PRADNYANA, I Wayan Bhakta; SUKAWATI, Tjok Gede Raka. PENGARUH SIKAP DAN NORMA SUBYEKTIF TERHADAP NIAT KONSUMEN MEMBELI SEPEDA MOTOR HONDA VARIO TECHNO 125 CBS. E-Jurnal Manajemen, [S.l.], v. 5, n. 9, sep. 2016. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/21375>. Tanggal Akses: 06 july 2026
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Terbitan
Vol 5 No 9 (2016)
Bagian
Articles

Kata Kunci

attitude, subjective norm, consumer intentions to buy the product
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.