Peran Sikap, Norma Subjektif, dan Perceived Behavioral Control Terhadap Intensi Mahasiswa dalam Menggunakan Barang Eco Friendly

Abstract

This research aims to see the role of Attitude, Subjective Norms and Perceived Behavioral Control on Intention to use eco friendly things in college students. This research uses quantitative methods with data analysis using multiple regression. The sample of this research is 305 students of University Sumatera Utara. The measuring instrument used is the scale of intention to use Intention to use eco friendly things in college students with a measuring instrument reliability value of 0.719, the scale of attitude with a measuring instrument reliability value of 0.650, the scale of subjective norm with a measuring instrument reliability value of 0.915 and the scale of perceived behavioral control with a measuring instrument reliability value of 0.606. Result of the research showed that (1) attitude have a positive role on the intention to use eco friendly things in college students by 6,5%; (2) subjective norm have a positive role on the intention to use eco friendly things in college students by 10,3%; (3) perceived behavioral control have a positive role on the intention to use eco friendly things in college students by 27,8% ; (4) perceived behavioral control is independent variabel that has the most role on the intention to use eco friendly things in college students with Adjusted R2 of 49,8%. Implication of this research are expected to provide a feedback for increasing application of the eco friendly things.

Penelitian ini bertujuan untuk mengetahui apakah sikap, norma subjektif dan perceived behavioral control memiliki peran positif terhadap intensi mahasiswa dalam menggunakan barang eco friendly. Penelitian ini menggunakan metode kuantitatif dengan menggunakan analisa data regresi berganda. Sampel dalam penelitian ini berjumlah 305 orang mahasiswa Universitas Sumatera Utara. Alat ukur yang digunakan dalam penelitian ini adalah skala intensi mahasiswa dalam menggunakan barang eco friendly dengan reliabilitas alat ukur sebesar 0.719, skala sikap dengan reliabilitas alat ukur sebesar 0,650, skala norma subjektif dengan reliabilitas alat ukur sebesar 0.915 dan skala perceived behavioral control dengan reliabilitas alat ukur sebesar 0.606. Hasil penelitian ini menunjukkan bahwa (1) sikap berperan secara signifikan sebesar 6,5% terhadap intensi mahasiswa dalam menggunakan barang eco friendly; (2) norma subjektif sebesar 10,3% ; (3) perceived behavioral control sebesar 27,8% ; (4) perceived behavioral control merupakan variabel independen yang paling berperan terhadap intensi mahasiswa dalam menggunakan barang eco friendly dengan presentase Adjusted R2 sebesar 49,8%. Penelitian ini diharapkan dapat memberikan masukan dalam meningkatkan penggunaan barang eco friendly.