PENGARUH FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK EIGER CABANG TALANG BANJAR DIKOTA JAMBI

Vira Azzahra, Vira Azzahra (2022) PENGARUH FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK EIGER CABANG TALANG BANJAR DIKOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT VIRA AZZAHRA / 1800861201156 / THE EFFECT OF PSYCHOLOGICAL FACTORS ON THE DECISION TO BUY EIGER BAG CASE (STUDY AT EIGER BRANCH TALANG BANJAR JAMBI) / 1 ST AHMAD TARMIZI, SE,MM / 2 ND AKHMAD IRWANSYAH, SE, MM The reason researchers chose psychological factors in selling bags is because Eiger bags have a strong and durable product quality according to price and quality compared to its competitors. This study aims to determine the effect of psychological factors on purchasing decisions for branded bags at the Talang Banjar Jambi branch of the Eiger store. The research methodology used is a quantitative method. The data used are secondary data and primary data. The population in this study were consumers of the eiger store at the Talang Banjar Jambi branch which were consumers/users of the eiger bag product with a total population of 97 people. Simple regression analysis, correlation test, coefficient of determination and t test. The object of this research is consumers who have bought bags at the Eiger store, Talang Banjar Jambi branch. The Talang Banjar Jambi branch of the Eiger store is one of the outlets that was established in 1993 and has a company licensed brand, one of which is the strength of the Eiger bag. produces various kinds of mountain bags, school bags, laptop bags, socks and various others Psychological factors variables with an average score of 337,1 are included in the criteria for strongly agree. The purchase decision variable with an average score of 328 is included in the agreed criteria. The constant value is 0.430. The psychological factor variable has a regression value of 0.868. The correlation coefficient value is 0.840. The coefficient of determination (r2) is 0.497.t test 13.663>1.66105. t test sig < (0.000 < 0.05) Conclusions and Suggestions in researching psychological factors on consumers who have purchased the strength of the bag at the Talang Banjar Jambi branch of the Eiger bag store. Psychological factors have a positive and significant effect on the decision to buy an eiger bag. It is expected that the company will further improve performance, develop and understand what psychological factors affect consumers and can improve other factors that support marketing such as product promotion. Keywords : Psychological Factors , Purchase Decision

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