Hubungan Sikap, Norma Subjektif, Dan Kontrol Perilaku Yang Dirasakan Terhadap Intensi Membeli Merchandise Korea

Abstract

This research purposed to examine correlation between attitude, subjective norm, and perceived behavioral control toward intention to buy Korea merchandise, by using moderating effect of celebrity adoration. Participants of this research are 102 Korea Fans in Indonesia. In order to measure correlation between those variables, this research adapt celebrity adoration scale from Chiou, Huang, and Chuang (2005) and attitude, subjective norm, perceived behavioral control, intention to buy Korea merchandise from Azjen (2002). There are four hypothesizes, first there is correlation between attitude, subjective norm, perceived behavioral control toward intention to buy Korea merchandise. Second correlation between attitude toward intention to buy Korea merchandise is stronger in BTS Fans than non BTS Fans. Third correlation between subjective norm toward intention to buy Korea merchandise is stronger in non BTS fans than BTS fans. Fourth correlation between perceived behavioral control toward intention to buy Korea merchandise is stronger in BTS fans than non BTS fans. This research used regression method to analyze data. The result of analyzing showed that the first hypothesize was proved by having score F=32.329 and p=0.00. Meanwhile the second, third, and fourth hypothesizes were not proved cause have significance score > 0.05. This result explained that celebrity adoration wasn’t proved to be moderator of correlation between attitude, subjective norm, perceived behavioral control toward intention to buy korea merchandise.