The Analysis Of Habitual Buying Behaviour

Abstract

This study aims to test the effect of information support and brand liking on habitual buying behavior. The research sample consisted of 100 respondents, selected using purposive sampling. Data analysis was conducted using PLS software. The path analysis technique was used to test the contribution shown by the path coefficient in each path diagram of the causal relationship between variables X1, X2, and Y. The results show that information support has a positive and significant effect on habitual buying behavior, while brand liking has a negative effect on habitual buying behavior. In addition, information is able to mediate the effect of brand liking on habitual buying behavior. Overall, information and brand liking significantly influence consumers’ responses to habitual buying behavior. The findings of this study contribute to the theory of habitual buying behavior by emphasizing that information is an important factor in forming habitual buying behavior.