Along with the process of globalization, the retail industry has been
growing into a business that is very influential in the world economy,
including Indonesian economy. The growth of modern retailers dominates
the retail business in Indonesia, supported by the widespread presence
of foreign retailers bringing modern retail concepts. The trend choice
of shopping places of the Indonesian people in the future are shopping
malls and modern markets. This will drive changes in customer behavior
in making purchase decisions. The development model used to describe the
behavior of consumer spending, which is rarely used, especially in
Indonesia, is a Model of Goal-Directed Behavior (MGB). MGB has factors
of the model builders from the Theory of Planned Behavior (TPB). They
are past behavior and emotional factors. Therefore, it is possible to
further examine the distinction between expectations and interests as
variables that can motivate a person in making purchasing decisions. The
purpose of this study is to invese and analyze: 1) the influence of
attitude, subjective norm, perceived behavioral control and emotion on
the desire in the form of modern retail consumer behavior patterns 2)
the influence of desire and perceived behavioral control on the
intention in forming the patterns of modern retail consumer behavior.
202 modern retail consumers in Surabaya region (North, South, East, West
and Central) were used as respondents. Stratified judgment sampling was
applied and the SEM (Structural Equation Modeling) was used to test the
hypotheses. The first finding of the study is that attitude, subjective
norm, perceived behavioral control and emotion have a significant
effect on desire. The second finding is that desire and perceived
behavioral control significantly influence the intention in forming the
modern retail consumer behavior patterns. It was also found a good fit
model that builds the influence of attitude, subjective norm,
anticipated positive emotion, negative anticipated emotion, desire,
intention, and perceived behavioral control on behavior.