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HUBUNGAN SUBJECTIVE NORM DENGAN INTENSI MEMBELI PADA MAHASISWA

Putri, Nadia Kharisma (2019) HUBUNGAN SUBJECTIVE NORM DENGAN INTENSI MEMBELI PADA MAHASISWA. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Consumer decisions are influenced by the intention. If the purchase intention of consumers is high, then the possibility of purchase behavior will be high as well. The intention of students to buy a product is formed because of the positive attitude of students towards a product and the influence of the group on students who buy the product. The aim of this study to determine the relationship between subjective norm and purchase intention in students. This research is a correlative quantitative research and was conducted on 159 Psychology student at Muhammadiyah University of Malang using incidental sampling technique. Methods of data collection using subjective norm scale and purchase intention scale. Research data had been analyzed using product moment. The results showed that hipotesis in this research was accepted, there are positive relationship between subjective norm and purchase intention in students of 0.655; p = 0,00 < 0,01. This shows that if students have high subjective norms, so the purchase intention of students will be high as well.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201310230311146
Keywords: Subjective Norm, Purchase Intention, Students
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Psychology > Department of Psychology (73201)
Depositing User: Agung Gallant Setiabudi
Date Deposited: 11 Apr 2019 09:37
Last Modified: 11 Apr 2019 09:37
URI : http://eprints.umm.ac.id/id/eprint/45821

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