The Influence of Attitude, Subjective Norms, Perceived Behavioral Control, and Brand Image on Intention to Use Suroboyo Bus in Supporting the Achievement of SDGs in Surabaya
DOI:
https://doi.org/10.55927/marcopolo.v3i9.134Keywords:
Attitude, Subjective Norms, Perceived Behavioural Control, Brand ImageAbstract
This study aims to analyze the influence of attitude, subjective norms, perceived behavioral control, and brand image on the intention to use Suroboyo Bus in supporting the achievement of Sustainable Development Goals (SDGs) in Surabaya. The problem of low public interest in switching to public transportation is the background of this study, even though Suroboyo Bus has been present as an environmentally friendly transportation that supports the reduction of emissions and congestion in Surabaya. This study uses a quantitative approach with a purposive sampling technique by distributing questionnaires to 190 respondents from Surabaya residents who have never used Suroboyo Bus but are aware of its existence, with a purposive sampling technique. Data analysis was carried out using Partial Least Square (PLS) to test the relationship between variables. The results show that subjective norms and brand image have a significant influence on the intention to use Suroboyo Bus, while attitude and perceived behavioral control have no significant effect. These results indicate that social support from the surrounding environment and the public's positive perception of the Suroboyo Bus image are important factors that encourage people's intention to use this public transportation. These findings are expected to provide input for the government and Suroboyo Bus management in developing communication strategies, public education, and improving the service image to encourage people to switch to public transportation to support the achievement of sustainable development in Surabaya.
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