APLIKASI THEORY OF PLANNED BEHAVIOR DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU CAIR DALAM KEMASAN PADA MAHASISWA INDONESIA DAN MALAYSIA

Abstract

The consumption rate of milk in Indonesia is still lower than other countries in ASEAN, including Malaysia. A geographical difference makes the consumer of packaged milk of both countries have different behavior in purchasing decision. According to the theory of planned behavior, the purchasing decision was formed by intention that is influenced by attitude toward behavior, subjective norm, and perceived behavioral control. Product attribute was considered to influence the purchasing decision, like price, brand, packaging, and quality. The aims of this research are to comprehend the effect of theory of planned behavior and product attribute on purchase decision of packaged liquid milk products towards Indonesian and Malaysian Undergraduate student. The sampling method used is purposive and analysis SEM PLS. The number of respondents is 100 undergraduate student in Indonesia and 100 in Malaysia. The result showed that the significant varibles on TPB for Indonesian students were attitude toward behavior and perceived behavioral control, and for Malaysian students, attitude toward behavior, subjective norm, and perceived behavior control. The significant variable on product attributes for Indonesian student were the brand and product quality, and there was no significant variable for Malaysian student.