Analisis Pengaruh Faktor-faktor Psikologi Konsumen terhadap Keputusan Pembelian (Survei pada Mahasiswa Fakultas Ilmu Administrasi Angkatan 2013/2014 Universitas Brawijaya Malang yang Pernah Membeli dan Menggunakan Smartphone Samsung)

摘要

This research aims to describe the factors influence the consumer\u27s psychological, describe the influence of the factors in consumer\u27s psychological, and to describe the dominant factor in consumer\u27s psychological toward buying decision. Research type used in this research is explanatory research with quantitative approach. The population is Faculty of Administration\u27s Student, University of Brawijaya Malang. The sample technique that is used is purposive sampling. The sample in this research is 121 respondent. Methods used in collecting data is spread questionnaires. Analysis of the data used is descriptive analysis, factor analysis, multiple regression analysis, and partial regression analysis. The results obtained from analysis, there are six factors influence the consumer\u27s psychological, such as Attitude Factor, Learning Factor, Perception Factor, Believe Factor, Motivation Factor, And Communication is Needed Factor. These six factors are jointly having significant influence on Buying Decision with Adjusted R square of 0,442 and significance level of 0,000 (p≤0.05). These six factors are partially having significant influence on Buying Decision by the regression coefficient (B) respectively: 1.782, 0.683, 0.665, 0.466, 0.455, and 0.931 and significance of 0.000, 0.006, 0.005, 0.045, 0.050, 0.000 (p≤0.05). The dominant factor is the Attitude Factor can be seen from higher Beta value of 0,530.