THEORY OF PLANNED BEHAVIOR PADA E-COMMERCE INTENTION MAHASISWA DI SURABAYA

The purpose of this study is to analyze the influence of attitude, subjective norm, perceived behavioral control and gender towards e-commerce intention of college students in Surabaya. This research uses primary data resources which collected directly by distributing questionnaires to 103 respondents. The sampling method used is non- probability sampling with purposive sampling technique. The respondents are college students that use e-commerce application at least once a month. The research method used is partial least square and mann-whitney u test. The findings of this study are attitude has a positive effect towards e-commerce intention, subjective norm has a positive effect towards e-commerce intention, perceived behavioral control has a positive effect towards e-commerce intention. Female college students have a higher e-commerce intention compared to male college students. Keyword: Theory of Planned Behavior; Attitude; Subjective Norm; Perceived Behavioral Control; Gender; E-commerce Intentio