Pengaruh Subjective Norm dan Perceived Behavioral Control Terhadap Intention to Rent Busana Pengantin Tradisional Minang dengan Attitude Sebagai Variabel Mediasi

Authors

  • Indah Firva Wulandari Universitas Andalas, Padang, Indonesia
  • Yulia Hendri Yeni Universitas Andalas, Padang, Indonesia
  • Vera Pujani Universitas Andalas, Padang, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i3.3952

Keywords:

Subjective Norm, Perceived Behavioural Control, attitude, Intention to Rent, Busana Pengantin Tradisional Minang

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh subjective norm dan perceived behavioural control terhadap intention to rent busana pengantin tradisional Minang dengan attitude sebagai variabel mediasi. Teori yang digunakan adalah Theory of Planned Behaviour, yang mencakup tiga faktor utama: subjective norm, perceived behavioural control, dan attitude, yang memengaruhi niat perilaku. Penelitian ini dilakukan pada calon pengantin perempuan di Sumatera Barat dengan jumlah responden sebanyak 160 orang. Data dikumpulkan menggunakan kuesioner daring dan dianalisis menggunakan metode kuantitatif. Hasil penelitian menunjukkan bahwa subjective norm dan perceived behavioural control berpengaruh signifikan terhadap attitude dan intention to rent. Selain itu, attitude juga terbukti memediasi hubungan antara subjective norm dan perceived behavioural control terhadap intention to rent. Penelitian ini memberikan implikasi praktis bagi penyedia jasa busana pengantin tradisional untuk meningkatkan daya tarik produk melalui promosi yang menekankan pada norma sosial dan kemudahan akses bagi calon pelanggan.

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Published

2025-01-24

How to Cite

Firva Wulandari, I., Yulia Hendri Yeni, & Vera Pujani. (2025). Pengaruh Subjective Norm dan Perceived Behavioral Control Terhadap Intention to Rent Busana Pengantin Tradisional Minang dengan Attitude Sebagai Variabel Mediasi. Jurnal Ekonomi Manajemen Sistem Informasi, 6(3), 1489–1513. https://doi.org/10.38035/jemsi.v6i3.3952

Issue

Vol. 6 No. 3 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Januari - Februari 2025)

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Copyright (c) 2025 Indah Firva Wulandari, Yulia Hendri Yeni, Vera Pujani

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