THE DETERMINANT VARIABLE OF PURCHASE INTENTION BASED ON USES AND GRATIFICATION THEORY AND THEORY OF PLANNED BEHAVIOR

Wahyudi, Clarentia Valenz (2023) THE DETERMINANT VARIABLE OF PURCHASE INTENTION BASED ON USES AND GRATIFICATION THEORY AND THEORY OF PLANNED BEHAVIOR. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

Objective - To see and know the effect of uses & gratification, attitude, subjective norms, behavioral control, social media intention, and social media use on purchase intention. Design/methodology/approach - The design of the research conducted is quantitative research. The method used in taking the sample in this study is purposive sampling with the criteria of respondents who know the Erigo Apparel brand and who have bought the Erigo Apparel brand. The questionnaire was distributed online via Google form, collected as many as 130 respondents and all data is processed using SmartPLS software. Findings - The results showed a significant influence on behavioral control variables, social media intention, and social media use on purchase intention. Research limitations/implications - In future research, it is suggested to add some additional variables to strengthen the independent variables. Practical implications - Erigo Apparel is advised to continue to carry out promotional media using social media because social media plays an important role in increasing the purchase intentions of Erigo Apparel consumers

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