<![CDATA[Computer becomes a part in human life. Computers serve as a source of entertainment in addition to its role as resource and productivity tool. Apple is the big company that offer computer product called Macbook. This research is conduct in Manado, North Sulawesi. The objectives of this research are to analyze influence of psychological factors towards buying intentions of Macbook simultaneously and partially. This research is the causal type of research where it will investigate the influence of factors towards buying intention of Macbook. Use multiple regression models to answer the research problem. The population in this study is a consumers of Macbook, whereas samples taken by each respondent 100 respondents. The hypothesis testing, this research conduct a conclusion of there is a significant influence of Motivational, Perception, Learning, Belief and Attitudes simultaneously and there is a significant influence of Motivational and Beliefs and Attitudes partially on buying intentions of Macbook. This study reveals that price sensitivity is a mental decision that made by the consumer has a strong influence factors in order to buy a Macbook, when consumer go for buying, they prefer to buy a product based on the  Beliefs and Attitudes. Keywords: buying intention, beliefs, attitudes.]]>
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