PENGARUH PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE XIAOMI DI KECAMATAN ANGGANA

Abstract

The objectives of this research are: 1). To find out and analyze the influence of social factors on consumer decisions in purchasing cellphones Xiaomi, 2). To find out and analyze the influence of cultural factors on consumer decisions in purchasing mobile phones Xiaomi, 3). To find out and analyze the influence of psychological factors on consumer decisions in purchasing cellphones Xiaomi, 4). To find out and analyze the influence of personal factors on consumer decisions in purchasing cellphones Xiaomi, 5). To find out and analyze the influence of social, cultural, psychological and personal factors together on consumer decisions in purchasing cellphones Xiaomi

This research was conducted in Anggana Kutai Kartanegara. Samples were taken as many as 96 respondents with the Non Probability Sampling with purposive sampling technique. Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analysis tool in this study used multiple linear regression analysis using SPSS.

The results showed that 1). Social factor variables have a significant effect on purchasing decisions. 2). The cultural factor variable has no significant effect on purchasing decisions. 3). Variable psychological factors significant effect on purchasing decisions. 4). Personal variables have a significant significant effect on purchasing decisions. 5). Social factors, cultural factors, psychological factors and personal factors together have a significant effect on purchasing decisions