PENGARUH FAKTOR PSIKOLOGIS DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE OPPO

Abstract

This research is meant to analyze and to find out psychological factor and social factor to the purchasing
decision of OPPO mobile phone. The respondents in this research are the user of OPPO mobile phone of the
students of STIESIA Surabaya and the samples are 100 respondents, the observation period has been done in
2015. The data is the primary data. The method of research is quantitative whereas the analysis technique has
been done by using multiple linear regressions analysis method. The instrument in this research is
questionnaires which are issued to the user of OPPO mobile phone. The result of simultaneously test shows that
social and psychology to the purchasing decision handphone OPPO. The magnitude of influence of these
varaibles are 86,3% which shows the correlation of these variables to the purchasing decision is firm. The result
of the research test that has been carried out by using t-test shows that social and psychology variables have
positive and significant influence to the purchasing handphone OPPO, this condition is indicated by the
acquisition of each variables is less than 5%. This condition shows that in general the customers are very careful
in selecting their needs of handphone.

Keywords: psychological factor, social factor, purchasing decision.