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Gusti Belo Limbong
Prodi S1 Ilmu Komunikasi
Library & Information Science Social Sciences

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PENGARUH CONSUMER ATTITUDE DAN SUBJECTIVE NORM TERHADAP INTENTION TO BUY SAAT KRISIS MEREK Gusti Belo Limbong; wiwid Noor Rakhmad
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

This study analyzes the effect of consumer attitude and subjective norm on intention to buy Aqua products amid the water source crisis. Using a quantitative survey of 100 bottled water consumers and multiple linear regression, the results show that consumer attitude positively and significantly affects intention to buy (t = 9.657, sig < 0.001), as does subjective norm (t = 5.606, sig < 0.001). Simultaneously, both variables explain 66.8% of the variance in purchase intention (F = 97.569, R² = 0.668). These findings reinforce the Theory of Reasoned Action (TRA), with consumer attitude proving more dominant than subjective norm in the context of a brand reputation crisis.
Co-Authors Wiwid Noor Rakhmad