MINAT BELI KONSUMEN BERDASARKAN SIKAP DAN NORMA SUBYEKTIF PADA PRODUK TEPUNG PRAKTIS MERK SAJIKU DI KOTA AMBON

Abstract

Abstract; The main purpose of this study is to know how the effect of Attitudes and Subjective Norms on Consumer Buy Interest In Sajiku Products. This research was conducted at Waihoka Urban Village, Sirimau Sub-District, Ambon City. The independent variable in this research is Attitude and Subjective Norm which measured by using and dependent variable that is Consumer Buying Interest The result of statistic test shows that attitude variable independent has an effect on the interest variable
dependent because the result of statistical test is 0,376 regression coefficient is bigger than 5% significant = 0,199, although there are still some respondents who disagree with the item of question on attitude variable, but result of research show attitude variable independent influence to interest variable dependent. The result of the statistical test shows that the subjective norm variable independent has an effect on the
interest variable dependent because the result of the statistical test is 0,277 regression coefficient greater than the significant level of 5% = 0,199, although there are still some respondents who disagree with the question item there is in variable of subjective norm, but result of research show variable of subjective norm independent influence to interest variable dependent.

Keywords: Attitude, Subjective Norm, Consumer Buying Interest