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All Journal Jurnal KALAM Jurnal Ijtimaiyya Bina Al-Ummah Jurnal Al-Ijtimaiyyah Jurnal MD Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pertanian Agros Alignment: Journal of Administration and Educational Management Jurnal Ilmu Hukum The Juris Jurnal Ecoment Global: Kajian Bisnis dan Manajemen JURNAL EKSBIS SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme Management Studies and Entrepreneurship Journal (MSEJ) jurnal syntax admiration Jurnal Aplikasi Pelayaran dan Kepelabuhanan International Journal of Education and Social Science (IJESS) Annals of Human Resource Management Research Journal of Community Health and Preventive Medicine (JOCHAPM) Jurnal Ekonomi, Manajemen, Akuntansi
Tontowi Jauhari
Universitas Islam Negeri Raden Intan Lampung
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Journal : Alignment: Journal of Administration and Educational Management

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Pengaruh Faktor Budaya dan Kepribadian terhadap Keputusan Pembelian Jauhari, Tontowi; Evi Husniati Sya’idah
Journal Of Administration and Educational Management (ALIGNMENT) Vol. 8 No. 3 (2025): Alignment: Journal of Administration and Educational Management
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/07z7t732

Abstract

The decision to purchase a product or service is not an isolated act; it is the result of a long process influenced by various internal and external factors. The purpose of this study is to analyze the influence of culture and personality on purchasing decisions. This study employed a quantitative associative method, utilizing primary data, and a sample of 30 individuals. Data analysis was conducted using multiple regression. The results demonstrate that the cultural factor (X1) has a positive influence on purchasing decisions of 0.233, while the personality factor (X2) has a positive influence of 0.160. The coefficient of determination of 0.813 demonstrates that in addition to their independent influence, the cultural variable (X1) and personality variable (X2) also have a joint influence on purchasing decisions. These findings suggest that understanding consumer culture and personality is necessary for developing effective marketing strategies.   Keywords: Culture, Personality, Consumer Behavior, Purchasing Decisions
Co-Authors Abd. Gappar Yusuf Adam Hafidz Al Fajar Afif Nur Rahmadi Agus Salim Ali Djamhuri Ariani, Lia Arif Sugiono Bambang Budiwiranto Dailin, Dailin Dedi Yulianto Dewi Maryam Edi Setiawan Evi Husniati Sya'idah Evi Husniati Sya'idah Evi Husniati Sya’idah Faizal Faizal Faizal Faizal, Faizal Fitri Yanti Hasanah, Rika Hayat, Sahidin Hidayat, Mansur Izham, Khairul Jasmadi Jasmadi, Jasmadi Lia Ariani M. Arif Sam‘un Mansur Hidayat Muhammad Rivai Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Mulyadi Rini Setiawati Rosy Maria Ulfa Saifudin, M Siti Bahiroh Sri Ilham Nasution Suminar Pertiwi, Dian Sustiyatik, Enni Tita Hariyanti Ulfa, Rosy Maria Yulianto, Dedi Zaimuddin AS, Lutfi