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Abstract
Pasar frozen food semakin marak dijumpai di perkotaan Indonesia. Fenomena ini muncul karena permintaan masyarakat yang tadinya menkonsumsi makanan segar kini sebagian beralih menjadi makanan beku. Penelitian ini bertujuan untuk mengkaji seberapa besar pengaruh sikap, norma subjektif, dan citra toko terhadap niat membeli konsumen dalam konteks pasar frozen food. Setelah menulis tujuan, tuliskan tentang metodologi yang digunakan. Metodologi yang digunakan menggunakan pendekatan kuantitatif dengan teknik convenience sampling. Penelitian ini berhasil mengumpulkan 150 responden dan dianalisis melalui model partial least square dengan menggunakan SmartPLS sebagai alatnya. Berdasarkan hasilnya, penelitian ini mendapati bahwa sikap berpengaruh positif namun tidak signifikan terhadap niat membeli. Sementara itu norma subjektif dan citra toko berpengaruh positif secara signifikan terhadap niat membeli. Penelitian ini dapat memberi manfaat secara implikatif terhadap perusahaan frozen food sebagai acuan untuk lebih memperhatikan dan selalu menjaga penilaian konsumen. Serta dapat menjadi saran kebijakan perusahaan frozen food untuk lebih mengembangkan bisnisnya melalui bauran pemasaran terutama pada promosi yang dapat menumbuhkan opini dan persepsi publik yang baik.
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Copyright (c) 2022 Dika Pasha Arizona, Agus Abdurrahman
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References
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References
Ajzen, I. and Fishbein, M. (1980) Understanding attitudes and predicting social behaviour. Englewood Cliffs, New Jersey: Prentice-Hall.
Ajzen, I. (1988) Attitudes, Personality and Behavior. Open University Press.
Ajzen, I. (1991) ‘The theory of planned behavior’, Organizational Behavior and Human Decision Processes, 50(2), pp. 179–211. doi: 10.1016/0749-5978(91)90020-T.
Barclay, D., Thompson, R., dan Higgins, C. (1995) ‘The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Adoption and Use an Illustration’, Technology Studies, 2(2), pp. 285–309.
Boonghee, Y., Naveen, D. and Sungho, L. (2000) ‘An Examination of Selected Marketing Mix Elements and Brand Equity’, Journal of the Academy of Marketing Science, 28(2), pp. 195–211. Available at: https://link.springer.com/content/pdf/10.1177/0092070300282002.pdf.
Chen, M. F. and Tung, P. J. (2014) ‘Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels’, International Journal of Hospitality Management, 36, pp. 221–230. doi: 10.1016/j.ijhm.2013.09.006.
Das, G. (2014) ‘Impact of store image on store loyalty and purchase intention: Does it vary across gender?’, International Journal of Electronic Marketing and Retailing, 6(1), pp. 52–71. doi: 10.1504/IJEMR.2014.064877.
Dowd, K. and Burke, K. J. (2013) ‘The influence of ethical values and food choice motivations on intentions to purchase sustainably sourced foods’, Appetite, 69, pp. 137–144. doi: 10.1016/j.appet.2013.05.024.
Ha, N. T. et al. (2019) ‘The effect of trust on consumers’ online purchase intention: An integration of tam and tpb’, Management Science Letters, 9(9), pp. 1451–1460. doi: 10.5267/j.msl.2019.5.006.
Hair, J. F. et al. (2017) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: Sage Publication.
Hartman, K. B. and Spiro, R. L. (2005) ‘Recapturing store image in customer-based store equity: A construct conceptualization’, Journal of Business Research, 58(8), pp. 1112–1120. doi: 10.1016/j.jbusres.2004.01.008.
Jansson-Boyd, C.V. (2010) Consumer psychology: What it is and how it emerged. Consumer Psychology, pp.1-13.
Lee, M. C. (2009) ‘Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit’, Electronic Commerce Research and Applications, 8(3), pp. 130–141. doi: 10.1016/j.elerap.2008.11.006.
Lorenz, B. A., Hartmann, M. and Simons, J. (2015) ‘Impacts from region-of-origin labeling on consumer product perception and purchasing intention - Causal relationships in a TPB based model’, Food Quality and Preference, 45, pp. 149–157. doi: 10.1016/j.foodqual.2015.06.002.
Lutz, R.J. (1991) The role of attitude theory in marketing. Perspectives in consumer behavior. Illinois, IL: Prentice-Hall.
Martineau, P. (1958) The personality of the retail store, Harvard Business Review, 36 (1), pp. 47-55.
Martinez, B. and Kim, S. (2012) ‘Predicting purchase intention for private sale sites’, Journal of Fashion Marketing and Management, 16(3), pp. 342–365. doi: 10.1108/13612021211246080.
Mathieson (1991) ‘Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior’, Information Systems Research, 2(3), pp. 173–191.
Rizkalla, N. and Suzanawaty, L. (2012) ‘The Effect of Store Image And Service Quality on Private Label Brand Image and Purchase’, ASEAN Marketing Journal, 4(2), pp. 90–99.
Roscoe, J.T. (1975) Fundamental Research Statistics for the behavioral sciences. 2. ed. New York: Holt, Rinehart & Winston.
Vabø, M. and Hansen, H. (2016) ‘Purchase intentions for domestic food: a moderated TPB-explanation’, British Food Journal, 118(10), pp. 2372–2387. doi: 10.1108/BFJ-01-2016-0044.
Yadav, R. and Pathak, G. S. (2016) ‘Intention to purchase organic food among young consumers: Evidences from a developing nation’, Appetite, 96, pp. 122–128. doi: 10.1016/j.appet.2015.09.017.