Analisis Pengaruh Faktor-Faktor Psikologis terhadap Proses Keputusan Pembelian Konsumen untuk Produk Modem Mifi Smartfren 4G LTE di Palembang

ABSTRACK

This study was conducted to mengetauhi influence of psychological
factors which consist of motivation, perception, learning, attitudes and beliefs
towards the purchase decision process Smartfren Mifi 4G LTE modem in
Palembang. This type of research is a kind of associative research through
surveys. The sample used in this study is that consumers who buy and use
Smartfren Mifi 4G LTE modem 100 respondents and a sampling technique is by
using purposive sampling technique. Data analysis techniques used in this
research is descriptive test, validity and reliability, the classic assumption test,
multiple linear analysis, f test, t test, and coefisien determenasi 2 R . Results
from this study indicate that the independent variable (X) is able to explain
84.6% of consumer buying decision process on the product Smartfren Mifi 4G
LTE modem and the remaining 15.4% is explained by other variables not
included in this study. Partial assay results indicate that all four variabe of
psychological factors which consist of motivation, perception, learning, attitudes
and beliefs can influence in a positive and significant impact on the purchase
decision process Smartfren products Mifi 4G LTE modem.
Keywords: Psychological, motivation, perception, learning, attitudes and beliefs,
purchasing decision