Peranan Sikap, Norma Subjekif, dan Persepsi Kontrol Perilaku dalam Intensi Pembelian Samsung Smart TV

Peranan Sikap, Norma Subjekif, dan Persepsi Kontrol Perilaku dalam Intensi
Pembelian Samsung Smart TV
Veronica dan Eka Danta Jaya Ginting

ABSTRAK
Tujuan dari penelitian ini adalah untuk mengetahui sejauh mana peranan
sikap, norma subjektif, dan persepsi kontrol perilaku dalam intensi pembelian
Samsung smart TV dan peranan masing-masing aspek dalam intensi pembelian
Samsung smart TV. Hipotesa penelitian ini adalah sikap, norma subjektif, dan
persepsi kontrol perilaku berperan positif dalam intensi pembelian Samsung smart
TV.
Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan 91
orang yang dipilih sebagai sampel penelitian melalui teknik incidental sampling.
Pengumpulan data dilakukan melalui skala model likert, yang meliputi skala sikap
terhadap Samsung smart TV, norma subjektif terhadap Samsung smart TV,
persepsi kontrol perilaku (Perceived Behavioral Control / PBC) terhadap Samsung
smart TV, dan intensi membeli Samsung smart TV.
Hasil penelitian menunjukkan (1) sikap, norma subjektif, dan persepsi
kontrol perilaku berperan positif yang signifikan dalam intensi pembelian Samsung
smart TV (Adjusted r2 = 0.632 dan p = 0,000); (2) sikap berperan positif yang
signifikan dalam intensi pembelian Samsung smart TV (Adjusted r2 = 0. 056 dan p

= 0, 026); (3) norma subjektif berperan positif yang signifikan dalam intensi
pembelian Samsung smart TV (Adjusted r2 = 0. 297 dan p = 0,000); (4) persepsi
kontrol perilaku tidak berperan dalam intensi pembelian Samsung smart TV.
Keterbatasan –keterbatasan dalam penelitian ini menyebabkan perlunya penelitian
lebih lanjut lainnya.
Kata kunci: sikap, norma subjektif, persepsi kontrol perilaku, intensi membeli,
smart tv

i
Universitas Sumatera Utara

The Role of Attitude toward the Act, Subjective Norm, and Perceived
Behavioral Control in Intention of Buying Samsung Smart TV
Veronica dan Eka Danta Jaya Ginting

ABSTRACT
Purposes of this study is to determine the role of attitudes, subjective norms,
and perceived behavioral control of the intention to buy Samsung smart TV and the
role of each aspect on the intention to buy Samsung smart TV. The hypothesis of
this research was that attitudes, subjective norms, and perceived behavioral control

were positive predictor of intention to buy Samsung smart TV.
This study used the quantitative approach using a hundred peoples selected
using incidental sampling. The data was displayed through the likert scale model,
which included the scale of attitude toward Samsung smart TV, subjective norm of
Samsung smart TV, perceived behavioral control (PBC) of Samsung smart TV, and
intention to buy Samsung smart TV.
Results of current research showed that (1) attitudes, subjective norms, and
perceived behavioral control (PBC) significantly contributed toward the intention to
buy Samsung smart TV (Adjusted r2 = 0.632 dan p = 0.000); (2) attitudes
significantly contributed toward the intention to buy Samsung smart TV (Adjusted
r2 = 0.056 and p = 0.026); (3) subjective norm significantly contributed toward the
intention to buy Samsung smart TV (Adjusted r2 = 0.297 and p = 0.000); and (4)
perceived behavioral control (PBC) didn’t contribute toward the intention to buy
Samsung smart TV. The limitations of this research need further research.
Keywords: attitude, subjective norm, perceived control behavior, buying
intense, smart tv

ii
Universitas Sumatera Utara