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All Journal Publikasi Pendidikan Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Phinisi Integration Review Jurnal Ilmiah Pena: Sains dan Ilmu Pendidikan Martabe : Jurnal Pengabdian Kepada Masyarakat Bisman (Bisnis dan Manajemen): The Journal of Business and Management Mattawang: Jurnal Pengabdian Masyarakat Jurnal Abdimas Indonesia : Jurnal Abdimas Indonesia Abdimas Langkanae PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Liabilitas : Jurnal Ilmiah Akuntansi dan Ekonomi Journal of Training and Community Service Adpertisi Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Manajemen, Akuntansi, Ekonomi Journal of Artificial Intelligence and Digital Business Cross-border IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Indo-Fintech Intellectuals: Journal of Economics and Business Metta: Jurnal Penelitian Multidisiplin Ilmu (JIMBE) Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Jurnal Akademik Pengabdian Masyarakat Journal of Innovative and Creativity Sigma: Jurnal Pembelajaran dan Pendidikan Matematika Sawerigading Journal of Economics, Bussiness and Management Issues SMART: Jurnal Pengabdian Kepada Masyarakat Macca: Science-Edu Journal Mammiri: Jurnal Pengabdian Masyarakat Padaidi: Journal of Tourism Dedication PESHUM Padaidi: Journal of Tourism Dedication Journal of Economics and Management Technologies Jurnal Akademik Pengabdian Masyarakat Ichsan Sidenreng Rappang Indonesian Journal of Business and Entrepreneurship Research Pinisi Journal of Entrepreneurship Review
Hasisa Haruna
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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Determinan Keputusan Pembelian Konsumen pada Produk Usaha Mikro Melalui Pendekatan Theory of Planned Behavior Achmad Ridha; Fina Ruzika Zaimar; Wiwin Riski Windarsari; Hasisa Haruna; Adriansyah
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 2 No 6 (2025)
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v2i6.483

Abstract

This study aims to analyze the factors that influence consumer purchasing decisions on micro-business products using the Theory of Planned Behavior (TPB) approach. The background of this study is based on the importance of understanding consumer behavior in the context of micro-businesses that play a significant role in the national economy, but still face challenges in identifying determinants of purchasing decisions scientifically. This study uses a quantitative approach with a survey technique by distributing questionnaires to 100 respondents who are consumers of micro-business products in Makassar City. Data were analyzed using multiple linear regression methods with the help of the SPSS version 29 program. The results showed that two of the three main TPB variables, namely attitudes and subjective norms, had a positive and significant effect on purchasing decisions, while perceived behavioral control did not have a significant effect. This finding supports Ajzen's theory (1991) and strengthens previous findings, especially that positive consumer attitudes and social support from the surrounding environment are the main determining factors in purchasing decisions. On the other hand, the insignificance of perceived behavioral control indicates that the aspect of ease or ability to buy is not always the main consideration, especially when the product is easily accessible. The conclusion of this study is that TPB is relevant to understand consumer behavior in the context of micro-enterprises, and can be a strategic basis for designing a marketing approach that is oriented towards consumer attitudes and social norms.
Co-Authors Achmad Ridha Adelia, Nur Adriansyah Adriansyah Adriansyah Adriansyah Agus Syam Ahmad Ahmad Alfiah Nurfadhilah AM Hindi Amaliah, Rezeki Amrullah, Asriyani Anang Setiawan Andi Anggi Kemalasari Andi Rahmatullah Mangga Andi Reski Nurhikmah Andi Rinda Oktariani Andika Isma Aslindawaty, Nur Asmayanti Asmayanti Asmayanti ASMAYANTI, ASMAYANTI Bahri, Nur Alim Bakhtiar, Muh. Ilham Dewiyanti Fadly Dwiyanti Dwiyanti Dwiyanti Dwiyanti Dwiyanti, Dwiyanti Fachry Abda El Rahman Fandi Ahmad Fina Ruzika Zaimar Fina Ruzika Zaimar Gayang, Dominggus Hajar Dewantara Halim, Nur Hamran Hardiyanti Hatibu Harjuna, Hariani Hasyim, Sitti Hajerah Husain As Inayanti Fatwa Iwan Setiawan HR Jayawarsa, A.A. Ketut JUMARDI Kemalasari, Andi Anggi Khaidarsyah. S Mahmuddin Mahmuddin Mangga, Andi Rahmatullah Marlina, Sitti Mildayanti, Mildayanti Muh. Irshan Sachrir Muhammad Akbar Muhammad Ilham Bakhtiar, Muhammad Ilham Muhammad Ilyas Thamrin Tahir Muhammad Rakib Mukhtar Lutfi Musdalifah Musdalifah Nasrul Nasrul Nurhayani Nurhayani Nurhayani nurhayani Nurhikmah, Andi Reski Nurul Haeriyah Ridwan Pahrul, Pahrul Rifhani Handayani L Rostina Rostina Rufi'i Satria Putra Jaya Negara Satriadi, Satriadi Siradjuddin Sri Asmirani Suci Wulandhani Sudarmi Sudarmi Sutamrin, Sutamrin Syam, Agus Syam, Suehartono Tahir, Sumiati Thamrin Tahir Verdian, Aldi Huda Vika Puji Cahyani Vivi Rosida Widiastini Arifuddin Windarsari, Wiwin Riski Yuniar, Fira Yusuf, Yulia Yunita Zaimar, Fina Ruzika