Perilaku Pembelian Konsumen: Sebuah Tinjauan Literatur Theory of Planned Behavior

Abstract

This study aims to examine the differences between several empirical articles on the theory of planned behavior. Theory of planned behavior provides a framework for studying attitudes toward behaviors that postulate three determinants of conceptual intent. Specifically, the intention is based on the variables of attitude toward behavior, subjective norms, and perceived behavioral control. Although this theory has been used frequently, there are still differences in outcomes in explaining attitudes toward behavior. The results show that there is still a different view of the theory of planned behavior so it is necessary to identify the gaps that occur in this theory. For further research is expected to expand and enrich the discussion of the theory of planned behavior

Keywords

• consumer purchase behavior; theory of planned behavior