APPLIED OF REASONED ACTION THEORY (TRA) YANG BERDAMPAK PADA INTENTION TO PURCHASE HERBAL COSMETICS | Zendy

Ivon Jalil | Zendy; Yayuk Eko Wahyuningsih | Zendy; Leli Putri Ansari | Zendy

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APPLIED OF REASONED ACTION THEORY (TRA) YANG BERDAMPAK PADA INTENTION TO PURCHASE HERBAL COSMETICS

Author(s) -

Ivon Jalil,

Yayuk Eko Wahyuningsih,

Leli Putri Ansari

Publication year - 2019

Publication title -

jurnal bisnis dan kajian strategi manajemen

Language(s) - English

Resource type - Journals

eISSN - 2657-1544

pISSN - 2614-2147

DOI - 10.35308/jbkan.v3i2.1376

Subject(s) - cosmetics , theory of reasoned action , beauty , mediation , advertising , psychology , theory of planned behavior , action (physics) , norm (philosophy) , business , social psychology , medicine , sociology , computer science , aesthetics , political science , art , control (management) , social science , physics , pathology , quantum mechanics , artificial intelligence , law

This research discussed about the effect of beauty advisor’s ability and trust belief on cosmetics store on consumer’s intention to purchase herbal cosmetics which used the Theory of Reasoned Action that involving mediation of attitude and subjective norm. 200 respondents who invited the store. Results show that beauty advisor’s ability and trust belief on cosmetics store affect consumer’s intention to purchase herbal cosmetics through mediation of attitude and subjective norm. Herbal Cosmetics perceive more better and safety who consumtion with excellent service beauty advisor made satisfaction consumer’s effect to intention to purchase at the store. Key words: cosmetics; purchase intention; beauty advisor's ability; Theory of Reasoned Action; trust belief.

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