The Behavior of Purchasing Domestic Herbal Products Among Indonesians During the Covid 19 Era

DOI

10.2991/aebmr.k.210311.056How to use a DOI?

Keywords

attitude, subjective norm, perceived behavioral control and behavioral intention

Abstract

The intention to purchase is a very complex decision for consumers and has become a special concern for academics to be researched in the last few years, however the decision making process in terms of purchase intentions on herbal products have not been well researched. This study applied the Theory of Planned Behavior (TPB) model using its core constructs to predict consumers purchase intentions intends to analyze the effect of attitude, subjective norm and perceived behavioral control on behavioral purchase intention of herbal products in covid 19 era. The population in this study were consumers of Tolak Angin in Semarang the number of which is not known with certainty. The sample was set as 120 respondents. The sampling technique used was purposive sampling, namely the data collection technique was carried out by distributing questionnaires to consumers who had consumed Tolak Angin herbal products. The data analysis method uses structural equation modeling. The originality of this study to predict consumers’ purchase intentions in covid 19 era, in which during the pandemic, consumer behavior is faced with various product choices. The results showed that the attitude has a positive and significant effect on behavioral intention, perceived behavioral control has a positive and significant effect on behavioral intention, while, subjective norm has a positive and insignificant effect on behavioral intention.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Imam Nuryanto
AU  - Farida Indriyani
PY  - 2021
DA  - 2021/03/13
TI  - The Behavior of Purchasing Domestic Herbal Products Among Indonesians During the Covid 19 Era
BT  - Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020)
PB  - Atlantis Press
SP  - 285
EP  - 288
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210311.056
DO  - 10.2991/aebmr.k.210311.056
ID  - Nuryanto2021
ER  -