MINAT PENGELOLA HOTEL BERBINTANG DI SURABAYA UNTUK MENGADOPSI ABMWATERSTOP: MENGGUNAKAN PENDEKATAN THEORY OF PLANNED BEHAVIOR

  • Nathania Arviana Lukman Jurusan Manajemen Pemasaran / Universitas Surabaya
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Keywords: Theory of Planned Behavior, intention, adoption

Abstract

Intisari - Penelitian ini bertujuan untuk menguji model dari Theory of Planned Behavior dalam meneliti minat pengelola hotel berbintang di Surabaya untuk mengadopsi abmWaterstop® . Penelitian ini adalah penelitian kausal yang ingin mencari tahu pengaruh attitude toward the behavior, subjective norm, dan perceived behavioral control terhadap intention. Respoden dalam penelitian ini adalah 40 pengelola hotel berbintang di Surabaya. Penelitian ini diuji menggunakan regression analysis dan diolah menggunakan software SPSS versi 18.0 for Windows. Hasil penelitian ini menunjukkan bahwa attitude toward the behavior, subjective norm, dan perceived behavioral control berpengaruh signifikan terhadap intention pengadopsian abmWaterstop® pada hotel berbintang di Surabaya.

Kata kunci: Theory of Planned Behavior, intention, dan adoption.

Abstract - This study is aimed to test the model of the Theory of Planned Behavior in investigating the intention of starred hotels’ managers in Surabaya in adopting abmWaterstop®. This research is a causal research that wants to see how attitude toward the behavior, subjective norm, and perceived behavioral control affect intention. Respondents in this study are 40 managers of starred hotels in Surabaya. This study is tested using regression analysis and processed using SPSS software version 18.0 for Windows. The results of this study indicates that attitude toward the behavior, subjective norm, and perceived behavioral control significantly influence the intention to adopt abmWaterstop® in starred hotels in Surabaya.

Keywords: Theory of Planned Behavior, intention, and adoption.

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Published
2017-09-01
Issue
Vol. 6 No. 1 (2017): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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