APPLICATION OF THE THEORY OF PLANNED BEHAVIOR TO THE PURCHASE INTENTION TOWARDS DIET SUPPLEMENTS IN BADUNG REGENCY

The aims of this research are to explain the influence of health awareness, normative influence, and informational influence on attitude and the influence of attitude on the intention to purchase diet supplements which can be useful for diet supplement product marketers in developing marketing strategies by increasing the health awareness of the people through health campaigns, approach on group references, choose experts such as doctors, pharmacists, and health consultants as competent providers of information and to increase the use of information media to support the advantages and benefits of the products they offer. This research is an associative research, sample is determined using the purposive sampling method and the total sample is 100 respondents. This research is conducted in Badung Regency in which the respondents are those who have never purchased diet supplement before, have an education level of at least high school and are working. Data is analyzed using the Structural Equation Modelling (SEM) analysis technique based on Partial Least Square (PLS). The research results revealed that Health Awareness, Normative Influence, and Informational Influence have positive and significant influence on attitude, and attitude has positive and significant influence on the intention to purchase diet supplements.