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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Jurnal Ilmiah Manajemen Dan Kewirausahaan
Hidayati Purnama Lubis
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions

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ANALYSIS OF CONSUMER DECISIONS TO BUY PRODUCTS AT ALFAMART MEDAN RETAIL STORES USING PSYCHOLOGICAL FACTORS AS PREDICTORS Nura Amalia Afan; Hidayati Purnama Lubis; Dennis Nathanael; Ellysa; Eka Soraya
International Conference on Health Science, Green Economics, Educational Review and Technology Vol. 3 (2021): International Conference on Health Science, Green Economics, Educational Review and T
Publisher : Universitas Efarina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ihert.v3i1.298

Abstract

This research uses four psychological factors as independent variable, consisting of motivation, perception, learning, and belief and attitude. This study uses a dependent variable, namely the purchase decision. This study aims to find the influence of psychological factors consisting of motivation, perception, learning, and beliefs and attitudes on purchasing decisions either partially or simultaneously. The research was conducted in Alfamart outlet located at Jalan Medan-Binjai Km. 12 Muliorejo Village Sunggal Sub-district Deli Serdang District - North Sumatra. Sampling of 97 respondents using the formula Zikmund. Samples were taken by purposive sampling. Data collection using questionnaires distributed to respondents who shop at Alfamart booth where the research is done, and the scale used is Likert scale. Data analysis using multiple linear regression in which data processing using SPSS 24 windows based auxiliary application. The tests include data quality testing consisting of validity test, reliability test, and classical assumption test consisting of normality test, multicollinearity test, heteroscedasticity test, F test, t test, and test of determination. The results showed a positive and significant influence simultaneously motivation, perception, learning, and beliefs and attitudes on purchasing decisions. partially, only perception, learning which shows a positive and significant influence on purchase decision. The adjusted value of R Square obtained is 0.539 indicating that 53.9% of purchasing decisions can be obtained and explained by psychological factors consisting of motivation, perception, learning, and beliefs and attitudes, while the remaining 46.1% is explained by other factors or variables beyond the model such as advertising, brand image, discount, and others..
Co-Authors , Wilchan Robain Annisa Eka Maghfiroh Dennis Nathanael Eka Soraya Ellysa H. Akhmad Taufik Minarti Sri Wachyuni Muhammad Azril Muhammad Caisar Tarigan Nura Amalia Afan Redika Pasaribu Rizki Dwi Ananda Suryani Sajar Tasya Hafifah