Test the Structural Model on Buying Decisions of Bank Customers Based on Product Knowledge and Attention to Social Comparison Information (Theory of Planned Behavior (TPB) & Role Models Approach)

Abstract

The concept of reseachers thought  that there is a phenomenon  gap and  theory gap relating to the Behavioral Theory and Role Theory approach. The purpose of this study was to determine the relationship model Attitude Toward Behavior (ATB), Subjective Norm (SN), Perceived Behavioral Control (PCB) against the decision of buying intentions moderating effect of bank customers with Product Knowledge (PK) and Attention To Social Comparison Information (ASCI). This study uses a Behavioral Theory approach  to see a purchase decision based on individual behavior and  Role theory that sees the purchase decision because of the role / character. Thisresearch is a survey research. Data  are primary and secondary data by taking  bank customers in Surakarta city  as the research object. data collection instruments are  list of  questionaire  with open and closed questions. Data analysis method are : 1), test instruments; validity and reliability. 2). descriptive statistical analysis. 3) analysis of the model with Sequantial Equation Model. The results shows  that : 1) Attitude Toward  Behavior,  Subjective Norm and perceived Behavioral Control  are positive effect on product knowledge and Attitude  Toward  Behavior is the most dominant variable and significant impact on product knowledge. 2).Attitude Toward  Behavior, Subjective Norm and perceived Behavioral Control are positive effect on Attitude To Social Comparison  Information and Subjective Norm is the most dominant variable and significant to influence Attitude to Social Comparison Information. 3). Attitude Toward Behavior, Subjective Norm, Perceived Behavioral Control, Product Knowledge and Attitude To Social Comparison Information influence Purchase Intention. Attitude Toward Behavior, Subjective Norm, Perceived Behavioral Control have a negative effect on Purchase Intention, while Product Knowledge  and Attitude To Social Comparison Information have a positive effect and Product Knowledge is the most dominant variable to influence  Purchase Intention. 4). Coefficient of determination total conceptual model studied  is 54.6%. it states that the conceptual model is acceptable because it fits with empirical data. The above results states that behavioral theory and Role Theory is still very relevant to understand the purchase decision.

Keywords: buying decisions, product knowledge, attention to social comparison information, purchase intention. attitude toward behavior, Subjective Norm, perceived behavioral control.