Recently, consumers have increased their knowledge and consciousness concerning in functional every part material to make a guitar. Consequently, the market has strongly competed in all segments of functional. Well understanding in consumers demand and purchasing barriers will help the firms develop products and efficient strategy to get into the market. Therefore, this present study aims to increase the understanding of Indonesia consumer attitudes and intention in purchasing guitar.
Guitar developments in Indonesia is very significant, from the beginning of 1990 only a few brand guitars were sold in Indonesia, like Gibson, Fender, Ibanez, and Yamaha which is a pioneer of the guitar at the time. However, over the time, now there are lots of guitar brands that are sold in Indonesia, such as Gibson, Ibanez, Yamaha, PRS (Paul Red Smith), ESP, Cort, Fender, and Jackson. These guitars are very common guitar, known and frequently used by guitarists in Indonesia. And In the millennium era have now been experiencing a lot of growth, in Indonesia has made in the production of original guitar Indonesia, due to its many Indonesian people will demand guitar and his high price of a guitar. Such as Radix, Rare, Artrock, Genta, and other custom guitar that can easily be obtained and ordered in accordance with the wishes and finances. Also some great companies like Yamaha guitar to open a branch of his company in Indonesia, on the other hand Cort Guitar Company moved its company totally from Korea to Indonesia
This research using The theory of reasoned action (TRA), developed by Martin Fishbein and Icek Ajzen (1975, 1980) model was adapted in this research by adding the necessity which might affect the attitude and in turn influence the subsequent purchase intention. A questionnaire related to the TRA model was designed and distributed to 300 of Indonesian consumers through internet. However, the proposed model was not fit with the Indonesian consumer's attitude and intention in purchasing guitar, the modified structural model based on TRA model was adopted.

Recently, consumers have increased their knowledge and consciousness concerning in functional every part material to make a guitar. Consequently, the market has strongly competed in all segments of functional. Well understanding in consumers demand and purchasing barriers will help the firms develop products and efficient strategy to get into the market. Therefore, this present study aims to increase the understanding of Indonesia consumer attitudes and intention in purchasing guitar.
Guitar developments in Indonesia is very significant, from the beginning of 1990 only a few brand guitars were sold in Indonesia, like Gibson, Fender, Ibanez, and Yamaha which is a pioneer of the guitar at the time. However, over the time, now there are lots of guitar brands that are sold in Indonesia, such as Gibson, Ibanez, Yamaha, PRS (Paul Red Smith), ESP, Cort, Fender, and Jackson. These guitars are very common guitar, known and frequently used by guitarists in Indonesia. And In the millennium era have now been experiencing a lot of growth, in Indonesia has made in the production of original guitar Indonesia, due to its many Indonesian people will demand guitar and his high price of a guitar. Such as Radix, Rare, Artrock, Genta, and other custom guitar that can easily be obtained and ordered in accordance with the wishes and finances. Also some great companies like Yamaha guitar to open a branch of his company in Indonesia, on the other hand Cort Guitar Company moved its company totally from Korea to Indonesia
This research using The theory of reasoned action (TRA), developed by Martin Fishbein and Icek Ajzen (1975, 1980) model was adapted in this research by adding the necessity which might affect the attitude and in turn influence the subsequent purchase intention. A questionnaire related to the TRA model was designed and distributed to 300 of Indonesian consumers through internet. However, the proposed model was not fit with the Indonesian consumer's attitude and intention in purchasing guitar, the modified structural model based on TRA model was adopted.

ACKNOWLEDMENTS …………………………………………………………..…………………….………………………………….. i
ABSTRACT …................……………………………………………………….……………………………………………..…………. ii
TABLE OF CONTENTS ……………………………………………………….………………………………………………….……… iii
LIST OF TABLES ……………………………………………………………….…………….………………….…………..……….…….vi
LIST OF FIGURE …………………………………………………………..……………………………………………….…………......vii
LIST OF PICTURE ............................................................................................................................. viii
CHAPTER ONE INTODUCTION
1.1 Research Background and Motivation .......................................................................................1
1.2 The Research Questions .............................................................................................................2
1.3 Purposes of Study ......................................................................................................................2
1.4 Significance of the Study ............................................................................................................2
1.5 Overview of the Study................................................................................................................3
CHAPTER TWO LITERATURE REVIEW
2.1 Definition ....................................................................................................................................5
2.1.1 Definition and brief review Of Guitar and Guitar Industry ….......................................... 5
2.2 The definition of the Relevant Research Variables ....................................................................8
2.2.1 Theory of Reasoned Action (TRA)……………………………………………………………………………... 8
2.2.2 Attitude Toward Behavior ............................................................................................ 10
2.2.3 Subjective Norms .......................................................................................................... 10
2.2.4 Behavioral Intention ..................................................................................................... 10
2.2.4.1 Intention …………………………………………………………………………………………….…….. 10
2.2.4.2 Behavior ……………...………………………………………………………………………………….… 11
2.2.5 Product Attribute ....................................................................................................... 11
2.2.5.1 Price ………………………………………………………………………………………………….……… 11
2.2.5.2 Brand ……………………………………………………………………………………………………….. 12
2.2.5.3 Material ……………………………………………………………………………………………………. 12
2.2.5.4 Color …………………………………………………………………………………………………………. 13
2.2.5.5 Model/ Design ………………………………………………………………………………………….. 13
2.2.6 Necessity ....................................................................................................................... 14
CHAPTER THREE METHODOLOGY
3.1 Research Framework .............................................................................................................. 15
3.2 Research Hypotheses .............................................................................................................. 17
3.3 Questionnaire Design .............................................................................................................. 17
3.4 Sampling plan .......................................................................................................................... 18
3.5 Construct Measurement ......................................................................................................... 18
3.5.1 Theory of Reasoned Action ………………………………………………………………………………………. 18
3.6 Data Analysis ........................................................................................................................... 21
3.6.1 Descriptive Statistics ………………………………………………………………………………………………… 21
3.6.2 Reliability of Measurement Variables ………………………………………………………………………. 21
3.6.3 Correlation Analysis …………………………………………………………………………………………………. 21
3.6.4 Regression Analysis ………………………………………………………………………………………………..… 22
CHAPTER FOUR DATA ANALYSIS
4.1 Data Collection ........................................................................................................................ 23
4.2 Descriptive analysis ................................................................................................................. 24
4.2.1 Demographic Information of Respondents and Consumer Behavior Purchasing
Guitar ………………………………………………………………………………………………………………………. 24
4.2.2 Questionnaire design ……………………………………………………………………………………….………. 24
4.3 Demographic Information of The Respondents and Consumer Behavior Purchasing Guitar 25
4.3.1 Gender …………………………………………………………………………………………………………………….. 25
4.3.2. Age ………………………………………………………………………………………………………………………….. 26
4.3.3 Education Level ………………………………………………………………………………………………………… 27
4.3.4 Occupation ………………………………………………………………………………………………………………. 28
4.4 Descriptive Statistics Analysis of Questionnaire ..................................................................... 32
4.5 Result of Reliability and Validity Analyses .............................................................................. 33
4.6 Regression Analysis ............................................................................................................... 38
4.7 Summary Hypotheses Testing ………………………………………………………………………………………….. 41
CHAPTER FIVE CONCLUSION AND RECOMENDATION
5.1. Conclusion and Discussion ..................................................................................................... 43
5.2 Research Conclusions .............................................................................................................. 44
5.3 Limitation and Future Research Direction .............................................................................. 45
REFERENCE …………………………………………………………………………………………………………….…………………. 46
APENDIX ………………………………………………………………………………………………………………………………….… 49

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