Analisis Niat Calon Mitra Dalam Merespons Iklan Digital Aset PT Pusri: Extended Theory Of Planned Behavior Dengan Peran Knowledge Dan Self-Efficacy

Authors

  • Salsabila Sari Universitas Negeri Surabaya, Surabaya, Indonesia
  • Danang Ary Dewangga Universitas Negeri Surabaya, Surabaya, Indonesia
  • Dhiyan Septa Wihara Universitas Negeri Surabaya, Surabaya, Indonesia
  • Muhammad Fachmi Universitas Negeri Surabaya, Surabaya, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i6.8947

Keywords:

Theory of Planned Behavior, Iklan Digital, Pengetahuan, Efikasi Diri, Niat Merespons

Abstract

Penelitian ini menganalisis faktor-faktor yang mempengaruhi niat calon mitra dalam merespons iklan digital aset PT Pusri menggunakan pendekatan extended Theory of Planned Behavior (TPB). Objek penelitian ini adalah calon mitra strategis PT Pusri, dengan tujuan menguji pengaruh sikap, norma subjektif, kontrol perilaku persepsian, pengetahuan, dan efikasi diri terhadap niat merespons. Metode yang digunakan adalah kuantitatif eksplanatori, dengan data dari 121 responden melalui purposive sampling yang dianalisis menggunakan regresi linear berganda pada IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, pengetahuan, dan efikasi diri berpengaruh signifikan terhadap niat merespons, sementara kontrol perilaku persepsian tidak berpengaruh signifikan. Efikasi diri menjadi prediktor paling dominan, dengan model menjelaskan 35% dari total variansi.

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Published

2026-07-20

How to Cite

Sari, S., Dewangga, D. A., Wihara, D. S., & Fachmi, M. (2026). Analisis Niat Calon Mitra Dalam Merespons Iklan Digital Aset PT Pusri: Extended Theory Of Planned Behavior Dengan Peran Knowledge Dan Self-Efficacy. Jurnal Ekonomi Manajemen Sistem Informasi, 7(6), 5068–5074. https://doi.org/10.38035/jemsi.v7i6.8947

Issue

Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)

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Copyright (c) 2026 Salsabila Sari, Danang Ary Dewangga, Dhiyan Septa Wihara, Muhammad Fachmi

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