Abstract
This research aimed to determine the influence of psychological factors on buying decisions of Tropicana Slim Sweetener products. This research was conducted in Pontianak, West Kalimantan Province. The psychological factors of consumers in making the buying decision process consisted of motivation, perception, learning, beliefs and attitudes. The population used in this research was consumers of Tropicana Slim Sweetener. The sample used was 150 people, using purposive sampling. The research was conducted in June to July 2018. The research data were obtained by the analysis method using Structural Equation Modeling (SEM). The results showed that psychological factors had a positive influence on consumer buying decisions, with the most influenced indicators were convince in the product, belief in the product, product brand, knowledge of the product, the feelings towards the product and product reliability.
Highlights
The buying process was influenced by external and internal factors
One of the determinants of buying decisions to be made was psychological factors and consumer buying decisions related to consumer psychological factors. (Schiffman & Kanuk, 2007) said that consumer psychology contained the basic concepts of psychology that influenced consumption behavior and determined individual behavior to be performed
Most of them were using quality products such as Tropicana Slim Sweetener for the consumption of sugar which was widely used in food and beverages to add flavor (Ersalina, 2017)
Summary
The buying process was influenced by external and internal factors. The internal factors in consumers who had a bound to buying decisions were psychological factors. The existence of consumers and the variety of consumer attitudes was influenced by buying decision-making factors, so producers must be really responsive to observe what consumers want. (Schiffman & Kanuk, 2007) said that consumer psychology contained the basic concepts of psychology that influenced consumption behavior and determined individual behavior to be performed. There were four psychological factors variables; they were motivation, perception, learning, beliefs and attitudes that influenced the decision process (Kotler, 2005)
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