Analisis Minat Beli Produk Day Cream Berbahan Baku Rumput Laut: Pendekatan Theory of Planned Behavior

Abstract

Seaweed is one of the marine resources were overflow and widely used is day cream. One of seaweed day cream product that was in the market that is seaweed day cream from IPB development results that are sold in Serambi Botani. The purpose of this research is to examine the effect of the Theory of Planned Behavior (TPB) that is attitudes, subjective norms, and behavioral control toward intention to buy seaweed day cream. This research used cross-sectional study design wich involved 400 female students that selected randomly. The student attitude on seaweed day cream product belong in the moderate category (74.0%), but the subjective norm (60.8%) and behavioral control (73.0%) belong to the less category, and more than half of students (75.2%) are not interested to intention to buy the product. The result showed that all three components of TPB (attitude, subjective norm, and behavioral control), origin, and mother's occupation significant and positively correlated and influential on intention to buy.