PENGARUH FAKTOR BUDAYA, FAKTOR SOSIAL, FAKTOR PRIBADI DAN FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN

  • Heka Ananda Putri
  • Suhermin

Abstract

This research aimed to find out the effect of culture factor, social factor, personal factor, and
psychological factor on product buying decisions of Keds sneakers at Pakuwon Mall, Surabaya.
Moreover the aims as follow: 1) to find out the effect of culture factor on product buying decisions of
Keds sneakers at Pakuwon Mall, Surabaya, 2) to find out the effect of social factor on product buying
decisions of Keds sneakers at Pakuwon Mall, Surabaya, 3) to find out the effect of personal factor on
product buying decisions of Keds sneakers at Pakuwon Mall, Surabaya, 4) to find out the effect of
psychological factor on product buying decisions of Keds sneakers at Pakuwon Mall Surabaya.The
research was quantitative. The population was 100 consumers who visited and bought products of
Keds sneakers at Pakuwon Mall, Surabaya. Furthermore, the data collection technique used
accidental sampling with questionnaires as the instrument. Additionally, the data analysis technique
used multiple regression analysis with SPSS (Statistical Product and Service Solution). Additionally,
from T-test, it concluded that culture factor had a positive and significant effect on product buying
decisions. On the other hand, social factor had an insignificant effect on product buying decisions.
Likewise, personal factor had an insignificant effect on product buying decisions. Similarly,
psychological factor had an insignificant effect on product buying decisions.

Published
2022-04-13