Young Indonesians Intention to Purchase Korean Product on the Internet : Application of Theory of Planned Behavior

Anwar, Shindy Rosary (2015) Young Indonesians Intention to Purchase Korean Product on the Internet : Application of Theory of Planned Behavior. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/242258

Abstract

The power influence of Korean wave and the increasing role of internet extends the research toward the consumer behavior, especially for young consumers. Particularly, this research highlights the importance variables of behavioral intention such as attitude toward behavior, subjective norm, perceived behavioral control, and intention. Moreover, it aims to find out which predictor has the greatest impact on young consumers purchase Korean product on the internet. This study analyzes the variables of planned behavior among 170 young Indonesians aged 17-24 who love Korean wave and have bought Korean product on the internet at least once. Using structural equation modelling and logit, the questionnaire were distributed through online and offline questionnaire on the basis of convenience. The findings of this study revealed that all predictor variables of planned behavior have significant and positive direct effect of behavioral intention of young consumers shopping Korean product on the internet. Particularly, perceived behavioral control is the most influential predictor variable among young Indonesians. The practical implication depicted from this study is that online marketers should concentrate more on perceived behavioral control, especially in Indonesian market

Item Type: Undergraduate thesis
Uncontrolled Keywords: consumer behavior, planned behavior
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Academic Department > Department of MKU
Depositing User: Masyhur 196042
Date Deposited: 18 Jul 2016 09:36
Last Modified: 18 Jul 2016 09:36
URI: http://repository.ubaya.ac.id/id/eprint/28085

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