PENGARUH SIKAP DAN NORMA SUBJEKTIF TERHADAP NIAT BELI PRODUK SEPATU LEAGUE

Abstrak

The purpose of this study was to determine the effect of attitudes towards the purchase intention of League shoes products in Denpasar City. The population of this study is the people who have the desire to buy League brand shoes products in Denpasar City. The sampling technique in this study was purposive sampling which was based on the criteria that respondents had the desire to buy League brand shoes products that already had monthly income and were domiciled in Denpasar City. The sample size in this study uses indicator parameters, so that the number of samples obtained is 140 respondents. Methods of collecting data using questionnaires. The analysis technique used is multiple linear regression analysis. The results of this study indicate that subjective attitudes and norms have a positive and significant effect on the purchase intention of League shoes products in the city of Denpasar. This means that the more positive the consumer attitude towards League shoes products and the better the subjective norms on these products, the higher consumer purchase intention in League shoes products in Denpasar City.

Keywords: attitude, subjective norms, purchase intention