Record Details

APPLICATION OF THEORY OF PLANNED BEHAVIOR IN CONSUMERS’ PURCHASE DECISION OF CATS AND DOGS FOOD PRODUCTS

ASEAN Marketing Journal

View Archive Info
 
 
Field Value
 
Title APPLICATION OF THEORY OF PLANNED BEHAVIOR IN CONSUMERS’ PURCHASE DECISION OF CATS AND DOGS FOOD PRODUCTS
 
Creator Rendi Tegar Pratama; Master of Management School, Faculty of Economics and Business, Universitas Indonesia
Elevita Yuliati; Department of Management, Faculty of Economics and Business, Universitas Indonesia
 
Subject Theory of planned behaviour; Self-identity; Social norms; Purchasing behaviour, Cat food, Dog food
 
Description Manuscript type: Empirical paperResearch Aims: This research was conducted to analyze the influence of Theory of Planned Behaviour in determining the consumers’ purchase behaviour of cats and dogs food products.Design/methodology/approach: The constructs used in the research model are attitude, subjective norms, Perceived Behavioural Control (PBC), intention, and behaviour. The research model was added with self-identity and social norms constructs. Respondents of this research were 300 cats and dogs owners. Data was collected through online questionnaires. Data analysis was conducted using Structural Equation Modeling (SEM) with LISREL version 8.8 as the software analysis tool.Research Findings: The results showed that attitude, subjective norms, Perceived Behavioural Control (PBC), self-identity and social norms influenced the purchase intention of cats and dogs food products. In addition, the intention to buy cats and dogs food products also influenced consumers’ purchasing behaviour.Theoretical Contribution/Originality: This study supports the alignment of the theory of planned behaviour (TPB) to the marketing of dog and cat food products.Practitioner/Policy Implication: From the results obtained, there were some practical suggestions such as improving the attitude of the dog or cat owner by providing promotions.Research limitation/Implications: Some improvements in next research can be done by using other theories in consumer behaviour and develop a more extensive research model by adding variables or factors that can influence consumer behavioural intention in product purchases. 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2021-02-04
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/12900
 
Source ASEAN Marketing Journal; Vol 12, No 2 (2020): December 2020; 103 - 111
 
Language en
 
Rights Authors who publish with this journal agree to grant first publication rights to ASEAN Marketing Journal, and agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal. Authors may make and distribute copies in the course of teaching and research, create derivative works, and may post the Article on personal or institutional Web sites and in other open-access digital repositories. Rights related to the work (e.g. patents or other rights to any process or procedure) shall be retained by the authors.User/Reader Rights:The users are allowed to copy and redistribute the material, to create extracts, abstracts and new works from the Article, to alter and revise the material under the following terms:Attribution— you must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your useNo additional restrictions—you may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/4.0/ (This policy statement has been updated as per 16th March 2021)