Perilaku Pembelian Konsumen: Sebuah Tinjauan Literatur Theory of Planned Behavior
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Keywords:
consumer purchase behavior, theory of planned behavior
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Abstract
This study aims to examine the differences between several empirical articles on the theory of planned behavior. Theory of planned behavior provides a framework for studying attitudes toward behaviors that postulate three determinants of conceptual intent. Specifically, the intention is based on the variables of attitude toward behavior, subjective norms, and perceived behavioral control. Although this theory has been used frequently, there are still differences in outcomes in explaining attitudes toward behavior. The results show that there is still a different view of the theory of planned behavior so it is necessary to identify the gaps that occur in this theory. For further research is expected to expand and enrich the discussion of the theory of planned behavior
Penelitian ini bertujuan menelaah perbedaan beberapa artikel empiris tentang theory of planned behavior. Theory of planned behavior menyediakan suatu kerangka untuk mempelajari sikap terhadap perilaku yang mendalilkan tiga faktor penentu konseptual niat. Secara khusus, niat didasarkan pada variabel-variabel yaitu sikap terhadap perilaku (attitude towards behavior), norma subyektif (subjective norm), dan kontrol berperilaku yang dirasakan (perceived behavioral control). Walaupun teori ini sudah sering digunakan, namun masih terdapat perbedaan hasil dalam menjelaskan sikap terhadap perilaku. Hasil penelitian menunjukkan bahwa masih terdapat perbedaan pandangan terhadap Theory of planned behavior sehingga diperlukan identifikasi kesenjangan yang terjadi dalam teori ini. Penelitian di masa yang akan datang diharapkan dapat memperluas dan memperkaya pembahasan tentang theory of planned behavior.
Penelitian ini bertujuan menelaah perbedaan beberapa artikel empiris tentang theory of planned behavior. Theory of planned behavior menyediakan suatu kerangka untuk mempelajari sikap terhadap perilaku yang mendalilkan tiga faktor penentu konseptual niat. Secara khusus, niat didasarkan pada variabel-variabel yaitu sikap terhadap perilaku (attitude towards behavior), norma subyektif (subjective norm), dan kontrol berperilaku yang dirasakan (perceived behavioral control). Walaupun teori ini sudah sering digunakan, namun masih terdapat perbedaan hasil dalam menjelaskan sikap terhadap perilaku. Hasil penelitian menunjukkan bahwa masih terdapat perbedaan pandangan terhadap Theory of planned behavior sehingga diperlukan identifikasi kesenjangan yang terjadi dalam teori ini. Penelitian di masa yang akan datang diharapkan dapat memperluas dan memperkaya pembahasan tentang theory of planned behavior.
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How to Cite
Meitiana, M. (2017). Perilaku Pembelian Konsumen: Sebuah Tinjauan Literatur Theory of Planned Behavior. Jurnal Ekonomi Modernisasi, 13(1), 16–24. https://doi.org/10.21067/jem.v13i1.1762
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Authors who submit a manuscript understand that if the manuscript is accepted for publication, the copyright of the article shall be assigned to Jurnal Ekonomi Modernisasi (JEM).
References
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Ajzen, I. 1991. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50: 179-211.
Arvola, A.M., Vassallo, M., Dean, P., Lampila, A., Lahteenmaki, S.A., Shepherd, R., 2008. Predicting intentions to purchase organic food: the role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite 50: 443-454.
Brosekhan, A.A., and Velayutham, C.M. 2013. Consumer Buying Behaviour – A Literature Review. IOSR Journal of Business and Management (IOSR-JBM) e-ISSN : 2278-487X, p-ISSN : 2319-7668, PP 08-16.
Burton, R., 2004. Reconceptualising the ‘behavioural approach’ in agricultural studies: a socio-psychological perspective. Journal of Rural Study. 20 (3), 359-371.
Cai, Y., and Shannon, R. 2012. Personal Values and Mall Shopping Behavior: The Mediating Role of Attitude and Intention Among Chinese and Thai Consumers. Australasian Marketing Journal 20: 37–47.
Chen, M.F., and Tung,P.J. 2014. Developing an extended Theory of Planned Behaviour model to predict consumers’ intention to visit green hotels. International Journal Hospitality Management 36: 221–230.
Guillaumie, L., Godin, G., & Vezina-Im, LA. 2010. Psychosocial determinants of fruit and vegetable intake in adult population: a systematic review. International Journal Behavior Nutrition Psychology Act. 2;7:12.
Guo, J.L., Wang, T.F., Liao, J.Y., and Huang, C.M. 2016. Efficacy of the Theory of Planned Behavior in predicting breastfeeding: Meta-analysis and structural equation modeling. Applied Nursing Research 29: 37–42.
Han, H., Kim, Y. 2010. An investigation of green hotel customers’ decision formation: Developing an extended model of the Theory of Planned Behavior. International Journal of Hospitality Management 29: 659–668
Joshia, Y., and Rahman, Z. 2015. Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review 3: 128–143.
Kearney, A.T. 2010. Luxury in India: charming the snakes and scaling the ladders, Market Report, September–October, pp.78–90.
Kothe, E.J. and Mullan, B.A. 2014. A randomised controlled trial of a theory of planned behaviour to increase fruit and vegetable consumption. Fresh Facts. Appetite 78C: 68–75.
Kothe, E.J., Mullan, B.A., and Butow, P. 2012. Promoting fruit and vegetable consumption. Testing an intervention based on the Theory of Planned Behavior. Appetite 58: 997–1004.
Kotler, P. and Keller KL. 2012. Marketing Management, 14th ed. New Jersey: Pearson Prentice Hall, Inc.
Lai, C.K.M., and Cheng, E.W.L. 2015. Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal xxx (2015) xxx–xxx.
Lee, H. 2016. Examining neighborhood influences on leisure-time walking in older Korean adults using an extended Theory of Planned Behavior. Landscape and Urban Planning 148: 51–60.
Padel, S., & Foster, C. 2005. Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British food journal, 107(8), 606-625.
Pappas, N. 2016. Marketing strategies, perceived risks, and consumer trust in online buying behavior. Journal of Retailing and Consumer Services 29: 92–103.
Parsa, A., Nooraieb, M., and Aghamohamadia, A. 2016. A Comparison between Dairy Consumer Behavior of the Islamic Republic of Iran and France (with Cultural Approach). Procedia Economics and Finance 36: 157 – 164
Paul, J., Modi, A., and Patel, J. 2016. Predicting green product consumption using Theory of Planned Behavior and reasoned action. Journal of Retailing and Consumer Services 29: 123–134
Sanyal, S.N. 2014. Attitude of Indian consumers towards luxury brand purchase: an application of ‘attitude scale to luxury items. International Journal Indian Culture and Business Management, Vol. 9, No. 3.
Shail, P. and Antoine, S. 2004. “Models of consumer behaviour problemâ€, available at: www.smithinst.ac.uk/Projects/ESGI49/ESGI49- unilever Consumers/index_html (accessed 12 September 2012).
Simon, F. 2016. Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness. Journal of Retailing and Consumer Services 29: 12–21.
Taut, D., Baban, A., 2012. Relative contribution of affective and cognitive attitudes in predicting physical activity. Cognitive Brain Behavior Interdisciplin Journal. 16,403–421.
Vermeir, I., & Verbeke, W. 2008. Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542-553.
Watson, M.C., Johnston, M., Entwistle, V., Lee, A.J., Bond, C.M., Fielding, S., 2014. Using the theory of planned behaviour to develop targets for interventions to enhance patient communication during pharmacy consultations for non-prescription medicines. International Journal Pharmacy Practice. 26 (6), 386-396.
Webb, T.L., Sheeran, P. 2006. Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence. Psychological Bulletin. 132 (2), 249.
Wu, S. and Chen, J. 2014. A Model of Green Consumption Behavior Constructed by the Theory of Planned Behavior. International Journal of Marketing Studies; Vol. 6, No. 5.
Yazdanpanah, M., & Forouzani, M. 2015. Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production 107: 342-352.
Zagata, L. 2012. Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the Czech Republic. Appetite 59: 81–89.
Ajzen, I. 1991. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50: 179-211.
Arvola, A.M., Vassallo, M., Dean, P., Lampila, A., Lahteenmaki, S.A., Shepherd, R., 2008. Predicting intentions to purchase organic food: the role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite 50: 443-454.
Brosekhan, A.A., and Velayutham, C.M. 2013. Consumer Buying Behaviour – A Literature Review. IOSR Journal of Business and Management (IOSR-JBM) e-ISSN : 2278-487X, p-ISSN : 2319-7668, PP 08-16.
Burton, R., 2004. Reconceptualising the ‘behavioural approach’ in agricultural studies: a socio-psychological perspective. Journal of Rural Study. 20 (3), 359-371.
Cai, Y., and Shannon, R. 2012. Personal Values and Mall Shopping Behavior: The Mediating Role of Attitude and Intention Among Chinese and Thai Consumers. Australasian Marketing Journal 20: 37–47.
Chen, M.F., and Tung,P.J. 2014. Developing an extended Theory of Planned Behaviour model to predict consumers’ intention to visit green hotels. International Journal Hospitality Management 36: 221–230.
Guillaumie, L., Godin, G., & Vezina-Im, LA. 2010. Psychosocial determinants of fruit and vegetable intake in adult population: a systematic review. International Journal Behavior Nutrition Psychology Act. 2;7:12.
Guo, J.L., Wang, T.F., Liao, J.Y., and Huang, C.M. 2016. Efficacy of the Theory of Planned Behavior in predicting breastfeeding: Meta-analysis and structural equation modeling. Applied Nursing Research 29: 37–42.
Han, H., Kim, Y. 2010. An investigation of green hotel customers’ decision formation: Developing an extended model of the Theory of Planned Behavior. International Journal of Hospitality Management 29: 659–668
Joshia, Y., and Rahman, Z. 2015. Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review 3: 128–143.
Kearney, A.T. 2010. Luxury in India: charming the snakes and scaling the ladders, Market Report, September–October, pp.78–90.
Kothe, E.J. and Mullan, B.A. 2014. A randomised controlled trial of a theory of planned behaviour to increase fruit and vegetable consumption. Fresh Facts. Appetite 78C: 68–75.
Kothe, E.J., Mullan, B.A., and Butow, P. 2012. Promoting fruit and vegetable consumption. Testing an intervention based on the Theory of Planned Behavior. Appetite 58: 997–1004.
Kotler, P. and Keller KL. 2012. Marketing Management, 14th ed. New Jersey: Pearson Prentice Hall, Inc.
Lai, C.K.M., and Cheng, E.W.L. 2015. Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal xxx (2015) xxx–xxx.
Lee, H. 2016. Examining neighborhood influences on leisure-time walking in older Korean adults using an extended Theory of Planned Behavior. Landscape and Urban Planning 148: 51–60.
Padel, S., & Foster, C. 2005. Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British food journal, 107(8), 606-625.
Pappas, N. 2016. Marketing strategies, perceived risks, and consumer trust in online buying behavior. Journal of Retailing and Consumer Services 29: 92–103.
Parsa, A., Nooraieb, M., and Aghamohamadia, A. 2016. A Comparison between Dairy Consumer Behavior of the Islamic Republic of Iran and France (with Cultural Approach). Procedia Economics and Finance 36: 157 – 164
Paul, J., Modi, A., and Patel, J. 2016. Predicting green product consumption using Theory of Planned Behavior and reasoned action. Journal of Retailing and Consumer Services 29: 123–134
Sanyal, S.N. 2014. Attitude of Indian consumers towards luxury brand purchase: an application of ‘attitude scale to luxury items. International Journal Indian Culture and Business Management, Vol. 9, No. 3.
Shail, P. and Antoine, S. 2004. “Models of consumer behaviour problemâ€, available at: www.smithinst.ac.uk/Projects/ESGI49/ESGI49- unilever Consumers/index_html (accessed 12 September 2012).
Simon, F. 2016. Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness. Journal of Retailing and Consumer Services 29: 12–21.
Taut, D., Baban, A., 2012. Relative contribution of affective and cognitive attitudes in predicting physical activity. Cognitive Brain Behavior Interdisciplin Journal. 16,403–421.
Vermeir, I., & Verbeke, W. 2008. Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542-553.
Watson, M.C., Johnston, M., Entwistle, V., Lee, A.J., Bond, C.M., Fielding, S., 2014. Using the theory of planned behaviour to develop targets for interventions to enhance patient communication during pharmacy consultations for non-prescription medicines. International Journal Pharmacy Practice. 26 (6), 386-396.
Webb, T.L., Sheeran, P. 2006. Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence. Psychological Bulletin. 132 (2), 249.
Wu, S. and Chen, J. 2014. A Model of Green Consumption Behavior Constructed by the Theory of Planned Behavior. International Journal of Marketing Studies; Vol. 6, No. 5.
Yazdanpanah, M., & Forouzani, M. 2015. Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production 107: 342-352.
Zagata, L. 2012. Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the Czech Republic. Appetite 59: 81–89.