SKRIPSI PENGARUH PERCEIVED BEHAVIORAL CONTROL DAN BRAND KNOWLEDGE TERHADAP ATTITUDE DAN PURCHASE INTENTION PADA PENGGUNA PRODUK THE BODY SHOP DI KOTA SAMARINDA --

ABSTRACK

The purpose of this study was to analyze and prove the effect of Perceived Behavioral Control, Brand Knowledge on Attitude and Purchase Intention to users of The Body Shop products in Samarinda City. The data used is primary data by distributing questionnaires to 133 respondents spread across the city of Samarinda. The sampling technique used Accidental Sampling Method. The analytical tool used is SEM-AMOS version 5.0 showing the following results: Perceived Behavioral Control has a significant effect on Attitude of users of The Body Shop products in Samarinda City, Perceived Behavioral Control has no significant effect on Purchase Intention of The Body Shop product users in Samarinda City, Brand Knowledge has a significant effect on the Attitude of The Body Shop product users in Samarinda City, Brand Knowledge does not significantly affect the Purchase Intention of The Body Shop product users in Samarinda City and Attitude has a significant effect on Purchase Intention of The Body Shop product users in Samarinda City.


Keywords: Perceived Behavioral Control, Brand Knowledge, Attitude, Purchase Intention.