Pengaruh Sikap, Norma Subjektif, dan Persepsi Kontrol Perilaku terhadap Intensi Melakukan Inquiry

Authors

  • Muhammad Fikri Annafi Universitas Negeri Surabaya, Surabaya, Indonesia
  • Danang Ary Dewangga Universitas Negeri Surabaya, Surabaya, Indonesia
  • Muhammad Fachmi Universitas Negeri Surabaya, Surabaya, Indonesia
  • Dhiyan Septa Wihara Universitas Negeri Surabaya, Surabaya, Indonesia

DOI:

https://doi.org/10.38035/dit.v3i4.3482

Keywords:

Theory of Planned Behavior, Iklan Digital, Intensi Inquiry, PT Pusri Palembang

Abstract

Penelitian ini menganalisis pengaruh sikap, norma subjektif, dan persepsi kontrol perilaku terhadap intensi calon konsumen melakukan inquiry pada iklan digital aset PT Pusri Palembang dengan pendekatan Theory of Planned Behavior (TPB) (Ajzen, 2020). Metode penelitian bersifat kuantitatif asosiatif dengan data dari 150 responden, dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4 (Hair et al., 2019). Hasil penelitian menunjukkan ketiga variabel berpengaruh positif dan signifikan: sikap (Original Sample = 0,232; T = 3,294; p = 0,001), norma subjektif (0,238; T = 3,178; p = 0,001), dan persepsi kontrol perilaku (0,246; T = 3,315; p = 0,001). Nilai R² = 0,186 menunjukkan model menjelaskan 18,6% variabilitas intensi inquiry. Temuan ini memperkuat penerapan TPB pada pemasaran aset high-involvement BUMN.

 

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Published

2026-06-26

How to Cite

Annafi, M. F., Dewangga, D. A., Fachmi, M., & Wihara, D. S. (2026). Pengaruh Sikap, Norma Subjektif, dan Persepsi Kontrol Perilaku terhadap Intensi Melakukan Inquiry. Dinasti Information and Technology, 3(4), 219–228. https://doi.org/10.38035/dit.v3i4.3482

Issue

Vol. 3 No. 4 (2026): Dinasti Information and Technology (April - June 2026)

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Articles

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Copyright (c) 2026 Muhammad Fikri Annafi, Danang Ary Dewangga, Muhammad Fachmi, Dhiyan Septa Wihara

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