| Summary: | The objectives of the study were to identifity the influence of attitude,
subjective norm, perceived behavior control and habit on intention and to
analyze the influence of intention and perceived behavioral control to the
behavior of buying processed meat product. One hundred fifty (150)
working housewives, determined by sampling method were used in the
study. The instrument was used questionnaire that had been analized for
the validity and reliability. Data were analyzed by simple and multiple
regression analysis. The results indicated that attitude (p<0,01), perceived
control (p<0,01) and habit (p<0,01) variables had influence to the
intention, however that norm subjective (p>0,05) had no significant
influnce to the intention of buying processed meat product. There were
42% of the intention of buying there were indicated by attitude, subjective
norm, perceived control and habit variables. Independently, it could be
seen that both intention variable (p<0,01) and perceived behavior control
variable (p<0,01) had influence to the behavior of buying processed meat
product. The behavior of buying processed meat product explained by
intention variable were 45%. The behavior of buying processed meat
product explained by perceived behavior control variable were 31%.
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