This research seeks to develop a model to predict repurchase intention based on the modified theory of planned behavior (TPB).
This research is quantitative study involving 150 respondents from five major cities in Indonesia. Data were collected using a questionnaire. Data analysis used confirmatory factor analysis–structural equation modeling (CFA–SEM).
The research instrument and the proposed model were fit. However, health belief was not proven to have a significant impact on attitude. The perceived behavioral control (PBC) also did not significantly affect repurchase intention.
Future research that utilizes TPB should incorporate emotional belief as part of the attitude variable.
In the designing and marketing process, managers of herbal teas companies should consider the health benefits of their products and the feeling of joy it might incite.
The TPB was initially constructed from three variables: subjective norm, attitude and perceived behavioral control (PBC). Unlike previous research, this study considered cognitive and emotional beliefs as the factors that affected attitude.
