<![CDATA[Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh attitude, subjective norm dan perceived behavior control terhadap minat berwisata medis ke malaysia bagi masyarakat Surabaya. Penelitian ini dilakukan pada 100 individu yang memiliki minat untuk melakukan wisata medis ke Malaysia. Pengumpulan data dilakukan dengan menyebarkan angket pada responden dengan teknik pengambilan sampel non probability dan purposive sampling. Teknik analisis yang digunakan adalah analisis regresi berganda, dengan variabel bebas adalah attitude, subjective norm dan perceived behavior control, sedangkan variabel terikat adalah minat berwisata. Hasil penelitian menunjukkan bahwa variabel attitude, subjective norm dan perceived behavior control memberikan pengaruh signifikan terhadap niat berwisata medis ke Malaysia oleh masyarakat Surabaya.Kata Kunci: Attitude, subjective norm, perceived behavioral control, minat berwisata medis, wisata medis, theory of planned behaviorAbstract: This research was conducted to determine the influence of attitude, subjective norm and perceived behavior control towards the intention of medical tourism to Malaysia for Surabayans. This research was conducted on 100 individuals who had medical tourism to Malaysia. Data collection is done by distributing questionnaires to respondents with non-probability and purposive sampling. The analysis technique is multiple regression analysis, with attitude, subjective norm and perceived behavior control as the independent variables and the dependent variable is travel interest. The results showed that the attitude, subjective norm and perceived behavior control variables had significant influence on the medical travel intention for Surabayans to Malaysia.Keywords: Attitude, subjective norm, perceived behavioral control, medical travel intention, medical tourism, theory of planned behavior]]>
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