<![CDATA[Drinking water is a basic requirement for every human being. The increasing
public concern about health and the advancement of technologies that exist today has
brought drinking water into a large bisis and delivery of mineral water brands such as
Aqua, Aqauria, Ades, etc.. For years those brands dominate the mineral water market
in Indonesia, but over time, the price of mineral water becomes more expensive. One
consequence is that there began to emerge and business development of drinking
water refill. By offering a much cheaper price, drinking water refill has an alternative
choice for people who start declining purchasing power. Great feedback from the
community is what makes drinking water business content more and more popular
ualng by small entrepreneurs.
With limited capital, this business is promising big profits in a short time,
even more so in the city of Yogyakarta, where the population is dominated by
students with minimal pocket money. On the other hand, employers also look at
prospects for the future h currents. This can be seen through the attitude towards
consumer interests, whether consumers have a tendency to continue to consume
drinking water refill or not. One approach that can be used to understand consumer
attitudes and their effects on consumer interests to behave is Palnned Theory of
Behavior. This theory discusses the influence of attitude behavior, subjective norm
and perceived control keprilakuan against consumer interests, in this study Theory ofPalnned Behavior applied to influence behavior attitude, subjective norm and
perceived control keprilakuan against consumer interest to continue to consume
drinking water refill. Past behavior variables are added to obtain better results.
The results of this study with the t test and F test indicated that attitudes,
subjective norms, behavioral control and past keprilakuan jointly significantly
influence the formation of interest. Meanwhile, the measurement of interest through
multiple regression analysis showed that the people of Yogyakarta has a more
moderate interest to continue to consume drinking water refills, mean refill drinking
water business does not have good prospects sukup future.
Keywords: Drinking water refills, attitude, subjective norm, control keprilakuan,
actors of the past, t test, F test, multiple regression.]]>
