PENGARUH SIKAP. NORMA SUBYEKTIF DAN KONTROL KEPERILAKUAN TERHADAP NIAT BELI KONSUMEN PADA PRODUK SABUN MANDI SHINZU'I

This research aims to analyses the influence directly from attitude, subjective norms, and hehavioural controls buying intention to the Shinzu ti merk bathing soap product. Hypothesis raised in this research is a). Anticipated attitude, subiective norms and behavioural controls by together have an effect to buying intention, b). Anticipated attitude by parsial have an effect to buying intention, c) Anticipated subjective norms by parsial have an effect to buying intention, and is d). Anticipated behavioural controls by parsial have an effect to buying intention. This sample use the method of convenience sampling, with the amount sampel 100 respondent to students of University of Muhammadiyah Yogyakarta which to use or ever use the Shinzuti merk bathing soap product. At this research the data conducted by to use is Doubled Linear Regression. Result of this research indicate that a). attitude, subjective norms and behavioural controls by together (simultan) have an effect to buying intention, b). Attitude by parsially have an effect to buying intention, c), Subjective norms by parsially have an effect to buying intention, d). Behavioural controls by parsial have an effect to buying intention.