Application of the Theory of Planned Behavior in Explaining the Purchasing Behavior of Geographically Indicated Coffee in the Besuki Raya Area

This study aims to examine the application of the theory of planned behavior in explaining the purchasing behavior of coffee labeled with geographical indications in the Besuki Raya area. This study uses a quantitative approach with an explanatory research type. The study uses Structural Equation Modeling (SEM) analysis with the help of IBM SPSS software. Based on the discussion above, the conclusions of the study are: 1) Attitude has a positive and significant effect on purchase intention; 2) Subjective norms do not have a significant effect on purchase intention; 3) Perceived behavioral control has a positive and significant effect on purchase intention; 4) Purchase intention has a positive and significant direct effect on actual purchase behavior; 5) Attitude does not have a significant direct effect on actual purchase behavior; 6) Subjective norm does not have a significant direct influence on actual purchase behavior. 7) Perceived behavioral control does not have a significant direct influence on actual purchase behavior. 8) Purchase intention fully mediates the influence of attitude on actual purchase behavior. 9) Purchase intention does not mediate the influence of subjective norm on actual purchase behavior. 10) Purchase intention significantly mediates the influence of perceived behavioral control on actual purchase behavior.