PENGARUH CITRA MEREK, SIKAP, NORMA SUBJEKTIF, KONTROL PERILAKU TERHADAP PERILAKU PEMBELIAN PADA KERUPUK KRECEK RAMBAK KULIT SAPI RIZKI

This research aims to examine the influence of brand image, attitudes, subjective norms, behavioral control on purchase intentions and purchase intentions on purchase behavior. The sampling technique used was purposive sampling with a total sample of 100 customers of Rizki Cowhide Krecek Rambak Crackers in Bangsal. The data analysis technique used in this research is path analysis. The results of this research conclude that Brand Image has a positive and significant effect on Purchasing Behavior. There is a need to maintain and improve Brand Image, Attitudes, Subjective Norms, Behavioral Control and Purchase Intentions regarding Rizki Cowhide Krecek Rambak Crackers products to pay more attention to what are important components in purchasing behavior