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Submitted
25 July 2022
Accepted
1 September 2022
Published
1 September 2022
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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.

Keywords

sikap norma subjektif citra toko niat membeli frozen food

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Copyright (c) 2022 Dika Pasha Arizona, Agus Abdurrahman

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How to Cite
Arizona, D. P., & Abdurrahman, A. (2022). Pengaruh Sikap, Norma Subjektif dan Citra Toko terhadap Niat Membeli Konsumen Pada Pasar Frozen Food (Kedai Fresh Mama Ina di Kota Tasikmalaya): Dika Pasha Arizona, Agus Abdurrahman Department of Management, Faculty of Business and EconomicsUniversitas Islam Indonesia, Sleman, Special Region of YogyakartaIndonesia Corresponding author: [email protected]. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(4), 1–14. Retrieved from https://journal.uii.ac.id/selma/article/view/24806
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