FACTORS INFLUENCING PARENT’S INTENTION TO BUY EARLY CHILDHOOD EDUCATIONAL TOYS

This study aims to examine the factors that influence parents’ intention buy early childhood educational toys for their children by extending theory of planned behavior as a base explanation. The research method was survey using online questionnaires with convenience sampling 262 parents who have 0-6 years old living in Indonesia. analysis methods were descriptive statistics, exploratory factor analysis, and multiple regression. results show most significant influencing parent’s is perceived behavioral control, followed attitude, subjective norms, value money, product quality. However, risk does not significantly affect toys. findings this contribute literatures on purchase behavior. In addition, also helps marketers, producers, distributors define better strategy approaching products children. Additionally, toy designers or educators can use result consider designs satisfy decision-makers. limited Indonesian parents, so cannot be generalized wider market. Thus, future capture more diverse categories, additional variables, social groups.