Factors Affecting Purchase Intention with Perceived Quality as a Moderating Variable Using the Planned Behavior Theory Approach

Although the academic literature provides extensive insight into lifestyle, attitudes, and religiosity, little is known about how perceived quality acts as a moderating variable in the Theory of Planned Behavior approach. This research aims to determine the factors of purchase intention that are moderated by perceived quality and how the Theory of Planned Behavior approach provides a relevant framework for understanding how religiosity, attitudes and lifestyle influence purchase intention. Conducted in Salatiga, Central Java, Indonesia, with 100 respondents, this research used Google Forms to distribute questionnaires. Analysis uses Moderated Regression Analysis (MRA). The findings show that lifestyle has a negative effect on purchase intention, while attitude has a positive effect. Religiosity also has a positive effect. The practical implication is the need for marketers to consider demographic and psychological factors to increase consumer purchasing power through innovation, while perceived quality moderates its influence. The theoretical implications show support for the Theory of Planned Behavior, with perceived quality moderating the effects of attitude and religiosity on purchase intention.