This research examines the bargaining behavior of young Chinese customers in Indonesia, especially in D. I. Yogyakarta. This research replicated from previous research by Lee, Don Y (2000), “Retail Bargaining Behaviour of American and Chinese Customers”, using the Theory of Planned Behavior by Fishbein and Ajzen. Total respondents are 175 Chinese students. The data collection was gathered by using convenience sampling and targeted to high school students or university students in Yogyakarta. Simple regression analysis was used to analyze the data.
The result of this study shows that attitudes, subjective norms, and perceived behavioral control positively affect the bargaining intention. Young Chinese customers in Indonesia are considered as competitive bargainer.