THE INFLUENCE OF PERCEIVED PERSUASIVENESS OF FAMILY CONTENT AND SUBJECTIVE NORMS OF MARRIED LIFE ON THE INTENTION TO MARRY AMONG YOUNG ADULTS

Abstract

The decline in marriage rates in Indonesia has raised questions about the intention to marry among young adults. This study aims to examine the influence of perceived family content persuasion and subjective norms about marital life on the intention to marry among young adults, using the Theory of Planned Behavior as the theoretical framework. A quantitative approach was employed, with perceived family content persuasion (X1) and subjective norms about marriage life (X2) as independent variables, and the intention to marry among young adults (Y) as the dependent variable. Data were collected through non-probability sampling from 100 respondents aged 18–25 years, and analyzed using simple linear regression.The findings indicate that perceived family content persuasion (X1) and subjective norms about marital life (X2) significantly and positively influence the formation of marriage intentions among young adults in Indonesia. Perception of family related content has a moderate effect, while subjective norms have a stronger influence in fostering marriage intentions. These results highlight the importance of communication through media and social norms as effective tools in shaping marriage intentions. In the Indonesian cultural context, family values conveyed through content and societal expectations play a key role in strengthening positive views on marriage and encouraging the intention to marry.