Abstract

This research generally aims to analyze the influence of subjective norms, youtube online reviews and attitudes towards purchase intention on Mitsubishi Xpander cars in Indonesia. In particular, this study aims to analyze the effect of attitudes on purchase intention, the influence of subjective norms on purchase intention, the influence of online reviews on attitudes, and the effect of online reviews on purchase intention. The type of research conducted is survey research with a quantitative approach. The number of samples used in this study were 150 people. The instrument used in this study is a questionnaire, which has been tested for validity and reliability. The data analysis tool used was descriptive analysis and structural equation model analysis (SEM) using AMOS 22. The results of SEM analysis showed that attitudes have a significant effect on purchase intention, subjective norms have a significant effect on purchase intention, and online reviews have a significant effect on attitudes and purchase intention.

Keywords: Attitudes, purchase intention, online review, subjective norms