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IMPLEMENTASI THEORY OF PLANNED BEHAVIOR TERHADAP PURCHASE INTENTION PADA KOPI KENANGAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI
This study aims to analyze the influence of attitude, subjective norm, and perceived behavioral control on purchase intention toward Kopi Kenangan, as well as to examine the role of brand image as a mediating variable. The research employed a quantitative approach using a survey method involving 269 Generation Z and Millennial respondents who are familiar with Kopi Kenangan products. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that attitude, subjective norm, and perceived behavioral control have a positive effect on brand image. Furthermore, attitude and subjective norm positively influence purchase intention through brand image, while perceived behavioral control has a direct positive effect on purchase intention. Brand image is also proven to positively affect purchase intention. These findings affirm that the Theory of Planned Behavior is relevant in explaining consumer purchase intention in the coffee shop industry and highlight the importance of brand image in strengthening the influence of psychological factors on purchasing decisions.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 23208012038 Rusdyansah Noersan Fais
IMPLEMENTASI THEORY OF PLANNED BEHAVIOR TERHADAP PURCHASE INTENTION PADA KOPI KENANGAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Text)
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297.273 Islam dan Ilmu Ekonomi, Perbankan Syariah, Lembaga Keuangan Syariah