Abstract
Smartphone is a mobile phone equipped with internet features that allow users to access a veriety of information quickly. Samsung is one company which also issued a smartphone with a variety of types. This study was conducted to examine the relationship between consumer behavior that psychological factors, personal and social skills that encourage consumers to make purchasing decisions. Psychological influenced by motivation, perception, learning, and beliefs. Personal factors or personally affected by the cycle of life, lifestyle, state of the economy. Social influenced by the reference group, the family, the role and status. There are five stages in making purchasing decisions, problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. This study aims to determine the effect of partial and simultaneous influence of psychological factors, personal, and social on purchasing decisions. Data collection techniques using primary data by spreading questionnaires to 100 respondents. The sampling technique in this research is Non-Probability Sampling with purposive sampling method. Mechanical analysis using multiple regression analysis. The results of the study simultaneously and partially psychological factors, personal, and social positive and significant impact on purchasing decisions.
Highlights
PENDAHULUAN Perubahan dan perkembangan teknologi terjadi begitu pesat dewasa ini akhirnya menyebabkan semakin tingginya tingkat persaingan perusahaan-perusahaan telekomunikasi dalam menciptakan produk yang dapat mempengaruhi keputusan pembelian konsumen
This study was conducted to examine the relationship between consumer behavior that psychological factors, personal and social skills that encourage consumers to make purchasing decisions
Psychological influenced by motivation, perception, learning, and beliefs
Summary
„Populasi merupakan seluruh karakteristik yang menjadi objek penelitian, di mana karakteristik tersebut berkaitan dengan seluruh kelompok orang, peristiwa, atau benda yang menjadi pusat perhatian bagi peneliti‟ (Sarjono & Julianita 2011, hlm. 21). Berdasarkan hasil uji F diperoleh nilai F hitung = 35.261 > F tabel 2.70 (df1=3, df2=96, α=0.05) dan nilai signifikansi = 0.000 < 0.05, maka Ho ditolak dan Ha diterima dan dapat disimpulkan bahwa variabel Faktor Psikologis, Faktor Personal, dan Faktor Sosial secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian Samsung Smartphone di RW 01 Pondok Pinang Jakarta Selatan. Hasil pengujian hipotesis secara parsial menunjukkan bahwa variabel faktor personal (X2) memiliki nilai t-hitung (3,016) > nilai t-tabel (1,984) dengan taraf signifikan 0,003, maka keputusannya adalah menerima Ha dan Ho ditolak. Koefisien Determinasi (R2) Koefisien Determinasi (R2) pada intinya mengukur seberapa jauh kemampuan model dalam menerangkan variasi variabel independen terhadap variabel dependen yaitu variable Faktor Psikologis, Faktor Personal, dan Faktor Sosial terhadap Keputusan Pembelian Samsung Smartphone secara bersama-sama
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