Open AccessANTESEDEN NIAT MEMBELI PRODUK KOSMETIK RAMAH LINGKUNGAN THE FACE SHOP DI KOTA DENPASAR
Author(s) -
Ida Ayu Putu Eka Erawati Dewi,
Ni Made Rastini
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i03.p25
Subject(s) - likert scale , nonprobability sampling , psychology , advertising , coffee shop , value (mathematics) , control (management) , voucher , marketing , business , mathematics , statistics , medicine , management , population , economics , developmental psychology , environmental health , accounting
The purpose of this study was to find out the antecedents of the intention to buy the face shop environmentally friendly cosmetic products in the city of Denpasar. This research was conducted in Denpasar City. The number of samples taken was 100 samples using the purposive sampling method. Data collection was done by questionnaire with a 1-5 Likert scale. The analysis technique used is the analysis of Multiple Linear Regression. Based on the results of the analysis it was found that customer value had a significant positive effect on attitudes, attitudes had a significant positive effect on purchase intention, subjective norms had a significant positive effect on purchase intention and behavioral control had a significant positive effect on purchase intention. The face shop should build good relationships with consumers by becoming a listener and providing solutions to consumer cosmetic needs. The strategy that can be applied to the face shop to increase the intention to buy consumers is to be able to carry out promotions into customer specific targets every month or use vouchers.
Keywords: customer value, attitude, subjective norms, behavioral control, purchase intention