THE INFLUENCE OF ATTITUDE, SUBJECTIVE NORMS, PERCEIVED BEHAVIORAL CONTROL, AND WORD OF MOUTH, TOWARD PURCHASE INTENTION OF BAKERY

Abstract

Purpose The purpose of this study is to understand the relationship attitude, subjective no1ms, perceived behavioral control, and word of mouth toward purchase intention of bakery. Design/methodology/approach This research was conducted using quantitative method and primary data through online questionnaire. The sample size was 298 respondents that ranged from 18-60 years' old that have bought & consume bakery in one month and stayed in Bekasi. AMOS & SPSS 18.0 was the software to utilize the statistical data to find the validity through KMO and Ba1tlett's Test and reliability through Cronbach-alpha (CR). The model fit tested base CMIN/DF, GFI, AGFI, IFI, TLI, CFI, RMSEA while explained model base on R2. The hypothesis was accepted or rejected using P value. Findings Results showed that subjective nonn, perceived behavioural control and word of mouth toward purchase intention significant positively influence whereas attitude toward purchase intention not significant positively influence. Originality /value This is the first study in President University that explore more about variables such as attitude, subjective nonns, perceived behavioral control, toward purchase intention. The case study has novelty add word of mouth as independent variable.