PENGARUH KEBUDAYAAN, SOSIAL, KEPRIBADIAN DAN PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

This research is aimed to find out and to analyze social, culture, personality and pyshology give significant
influence to the purchasing decision of Apple brand hand phone. This research is a quantitative research which
is done by using comparative casual method i.e. a type of research with the characteristic of the problem in the
form of cause and effect correlation vetween two variables or mnore. The population of this research is all
cutomers who have ever used Aple brand hand phone. The Sample collection technique has been done by using
accidental sampling and the total samples are 100 people. The data analysis technique has been carried out by
using multiple regressions analysis. The result of the research shows that the culture gives significant and
positive influence to the purchasing decision of Apple brand hand phone. The prersonality gives positive
influence to the purchasing decision of Apple brand hand phone. The psychology gives positive influence to the
purchasing decision of Apple brand hand phone.
Keywords: cukture, social, personality, purchasing decision