The Application of Planned Behavior Theory to Predict the Consumption of Processed Body-Shaping Milk

The research aims were to identify the influence of attitude, subjective norms and perceived behavioral control on intention to buy, and effect of intention to buy and perceive behavioral control over buying behavior on processed body-shapping milk which added by supplement for body shaping. Research was conducted in Sleman Regency and design used was survey. Sampling was taken by using judgmental sampling method with criteria that were female, aged 18-25 yr old and was categorized as normal to overweight appearance. Respondents used were 100 undergraduate female students. Questionnaire was used as an instrument in order for data collecting to measure research variable that had been tested on validity and reliability. Analyses used were single and multiple linier regression. The results showed that only attitude and perceived behavioral control influenced (P<0.05) intention to buy in normal-weight group, while in over-weight group attitude, subjective norm and perceived behavioral control affected (P<0.001) attitude. Then, attitude and perceived behavioral control influenced buying behavior significantly both in normal and overweight. Therefore, it can be concluded that prediction capability of planned behavior theory are better when product relevancy to respondents was closed.