SKRIPSI: Pengaruh Sikap, Norma Subjektif, dan Kontrol Perilaku terhadap Minat Beli Fast Food Rocket Chicken

AZIZAH, Laila Nur (2025) SKRIPSI: Pengaruh Sikap, Norma Subjektif, dan Kontrol Perilaku terhadap Minat Beli Fast Food Rocket Chicken. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to examine the effect of attitude, subjective norms, and behavioral control on buying interest in Rocket Chicken fast food. This study used purposive sampling method in determining the research sample. The number of samples in this study were 111 respondents. The method analysis method used multiple linear regression analysis. The data used is primary data obtained through distributing questionnaires. Furthermore, the data was processed using SPSS software version 22. The result showed that: 1) attitude has a positive effect on buying interest in Rocket Chicken fast food, 2) subjective norms has a positive effect on buying interest in Rocket Chicken fast food, 3) behavioral control has a positive effect on buying interest in Rocket Chicken fast food, 4) attitude, subjective norms, and behavioral control simultaneously affect the buying interest of Rocket Chicken fast food.

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