PENGARUH FAKTOR PSIKOLOGIS KONSUMEN TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN HANDPHONE MEREK SAMSUNG (Studi Kasus Pada Meteor Cell Malang)

Abstract

ABSTRACT
This research was conducted to analyze the Consumer Psychological
Factors on the Purchasing Decision of Samsung Mobile Brand (Case Study on
Meteor Cell Malang). The formulation of the problem in this research is a decline
in sales of products Hanphone Samsung for 3 months in a row. The independent
variable consists of motivation (X1), perception (X2), knowledge (X3), and
attitude X4) dependent variable is Purchase Decision (Y). Sample amounted to
100 respondents taken using explanatory research technique (explanatory
research). Analysts use SPSS 16.0 which includes, reliability test, validity test,
Normality Test, classical assumption test, multiple regression analysis, hypothesis
testing through F test and t test.
Attitude variable shows the largest regression coefficient. Attitude is the
most important factor affecting Samsung Mobile Brand Buying Decision (Case
Study In Meteor Cell Malang). The third important factor is Knowledge, then
Perception as the fourth factor that affect the Purchase Decision.
Keywords: motivation, perception, knowledge, and attitude, Purchase
Decision.