Pengaruh Faktor Psikologis Konsumen Terhadap Keputusan Pembelian (Survei Pada Konsumen Kfc Cabang Mall Olympic Garden Malang)

Dimas Fauzie • Edy Yulianto • Sunarti Sunarti
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • November 2016

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(Bahasa Indonesia, 7 pages)

Abstract

This study aims to clarify and determine the influence of psychological factors on purchase decision of consumers together and partial as well as to determine which variables are the dominant influence on purchasing decisions at KFC food products. The independent variables used in this study are motivation, perception, learning, Beliefs and Attitudes and the dependent variable in this study is the purchase decision. Populationlwas used in this study is that consumers KFC MOG. Sample that used has a total of 100 people, using Purposive Sampling technic. The analyticalltool used in thi study is Multiple Linear Regression Analysis. Based on the test analysis results was showed thats the Consumer Psychological Factors which consists of1motivation,perception,learning,beliefs andattitudes,together have a significant influence on purchasing,decisions. Based on the test results was showed that F. sig 0.000 <0.05, which means the Consumer Psychological Factors which consists of motivation, perception, learning, beliefs and attitudes together have a significant influence on purchasing decisions. Based on t test results showed that the variables of motivation, perception, learning, and beliefs and attitudes significantly influence purchasing decisions. T test results also showed that the variables Beliefs and Attitudes (X4) have had the most powerful effect compared with other variables, the variable beliefs and attitudes have a dominant influence on the purchase decision

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more