SKRIPSI: Pengaruh Sikap, Norma Subjektif, Kontrol Perilaku, dan Product Knowledge terhadap Niat Beli Produk Skincare Wardah pada Mahasiswa di Yogyakarta

ANI, Ella Fitri (2025) SKRIPSI: Pengaruh Sikap, Norma Subjektif, Kontrol Perilaku, dan Product Knowledge terhadap Niat Beli Produk Skincare Wardah pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of Attitudes, Subjective Norms, Behavioral Control, and Product Knowledge on the Intention to Purchase Wardah skincare products among students in Yogyakarta. Using a quantitative approach with primary data from questionnaires and secondary data from literature. The data analysis method uses multiple linear regression. The sample used was 166 respondents. The sampling method used is a non-probability sampling method with a purposive sampling technique. The results of this research show that attitudes and subjective norms do not influence purchase intention, but behavioral control and product knowledge influence purchase intention. All variables in this study contributed to the intention to purchase Wardah skincare products among students in Yogyakarta amounting to 57.3% while 42.7% was influenced by other factors.

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