APLIKASI THEORY OF PLANNED BEHAVIOR DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU CAIR DALAM KEMASAN PADA MAHASISWA INDONESIA DAN MALAYSIA
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Published:
Dec 1, 2018
Keywords:
liquid milk, product attributes, theory of planned behavior
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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 decisions. According to the theory of planned behavior (TPB), the purchasing decision was formed by intention that is influenced by attitude toward behavior, subjective norm, and perceived behavioral control. Product attributes such as price, brand and packaging were also considered to influence the purchasing decision. This research aims to examine the effects of theory of planned behavior and product attribute on purchase decision of packaged liquid milk products towards Indonesian and Malaysian undergraduate students. The empirical research builds on an online survey with a sample of 200 undergraduate students. The results from the structural-equation modeling confirm that the significant variables on TPB for Indonesian students were attitude toward behavior and perceived behavioral control, and for Malaysian students were attitude toward behavior, subjective norm, and perceived behavior control. The significant variables on product attributes for Indonesian students were the brand and product quality, and there was no significant variable for Malaysian students.
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FitrianaR., & SuprehatinS. (2018). APLIKASI THEORY OF PLANNED BEHAVIOR DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU CAIR DALAM KEMASAN PADA MAHASISWA INDONESIA DAN MALAYSIA. Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness), 6(2), 143-152. https://doi.org/10.29244/jai.2018.6.2.149-168
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Ajzen, I. 2015. Consumer Attitudes and Behavior: The Theory of Planned Behavior Applied to Food Consumption Decisions. Italian Review of Agricultural Economics, 70(2), pp.121-138.
[ADPI] American Dairy Products Institute. 2013. Dairy Consumption for ASEAN Members Will Double by 2050 [internet]. [diunduh pada 10 Juli 2018]. Tersedia pada: https://www.adpi.org/tabid/74/mid/419/newsid419/2551/Dairy-Consumption-for-ASEAN-Member-States-Will-Double-by-2050/Default.aspx
Boniface, B., Umberger, W. dan Stringer, R. 2013. Factors Influencing Consumption of Dairy Products: an Exploratory Study in Kota Kinabalu, Sabah, Malaysia. Journal of Agribusiness Marketing, Vol. 6, December 2013, pp.14-36.
Chang, T.Z. dan Wildt, A.R., 1994. Price, Product Information, and Purchase Intention: An Empirical Study. Journal of the Academy of Marketing science, 22(1), pp.16-27.
Enneking, U., Neumann, C. dan Henneberg, S., 2007. How Important Intrinsic and Extrinsic Product Attributes Affect Purchase Decision. Food Quality and Preference, 18(1), pp.133-138.
[EVBN] EU-Vietnam Business Network. 2016. EVBN Online Report of Vietnam Dairy Edition 2016 [Internet]. [diunduh 2018 Januari 20]. Tersedia pada: https://www.flandersinvestmentandtrade.com/export/sites/trade/files/attachments/EVBN-DAIRY-REPORT-2016.pdf
Fachruddin A. 2014. Sikap Konsumen dengan Pendekatan Theory of Planned Behavior dan Proses Pembelian Terhadap Cabai Kering [tesis]. Bogor (ID): Institut Pertanian Bogor.
[USDA] United States Department of Agriculture. 2013. Global Agricultural Information Network: Indonesia 2013 Dairy and Products Annual Report [Internet]. [diunduh pada 2018 Januari 2018]. Tersedia pada: https://www.fas.usda.gov/data/indonesia-daily-and-products-annual-2013
Ishida, A., Law, S.H. dan Aita, Y. 2003. Changes in Food Consumption Expenditure in Malaysia. Agribusiness: An International Journal, 19(1), pp.61-76
Ophuis, P.A.O. dan Van Trijp, H.C., 1995. Perceived Quality: A Market Driven and Consumer Oriented Approach. Food Quality and Preference, 6(3), pp.177-183
Mueller, S. dan Szolnoki, G. 2010. The Relative Influence of Packaging, Labelling, Branding and Sensory Attributes on Liking and Purchase Intent: Consumers Differ in Their Responsiveness. Food Quality and Preference, 21(7), pp.774-783.
Reardon, T., Stringer, R., Timmer, C.P., Minot, N. dan Daryanto, A. 2015. Transformation of The Indonesian Agrifood System and The Future beyond Rice: A Special Issue. Bulletin of Indonesian Economic Studies, 51:3, pp. 369-373.
[USDA] United States Department of Agriculture. 2016. Global Agricultural Information Network: Indonesia 2016 Dairy and Products Annual Report [Internet]. [diunduh pada 2018 Januari 20]. Tersedia pada: https://www.fas.usda.gov/data/indonesia-daily-and-products-annual-2016