DAMPAK FAKTOR SOSIAL, FAKTOR PRIBADI, DAN FAKTOR PSIKOLOGIS TERHADAP PEMBELIAN MAHASISWA FEB UNISMA PADA SITUS TOKOPEDIA

Abstract

Abstract

              This research aims to examine and analyze the influence of social factors, personal factors, and psychological factors on the purchase of FEB Unisma students on Tokopedia. This research is an explanatory research using a quantitative approach. Population in this research is students of FEB Unisma for the year of 2016-2017 who purchase on Tokopedia which sample 65 respondents who are selected by applying purposive sampling technique. Data analysis uses Multiple Linier Regression. The result showed that social factors, personal factors, and psychological factors simultaneously on the purchase of FEB Unisma students on Tokopedia. Partially social factors and psychological factors influence the purchase of FEB Unisma students on Tokopedia. While personal factors partially do not affect the purchase of FEB Unisma students on Tokopedia.

 

Keywords:  social factors, personal factors, psychological factors, purchase of FEB Unisma students on Tokopedia