Analysis of the Effect of Psychological Factors on Consumer Decisions for Purchase of Tribun Manado News in Manado City

Budi Nurgianto (Sam Ratulangi University, Manado)
Fredrik G. Worang (Sam Ratulangi University, Manado)
Bode Lumanauw (Sam Ratulangi University, Manado)

Aksara: Jurnal Ilmu Pendidikan Nonformal
Vol 7, No 2 (2021): May 2021

This type of research is research conducted using the Multiple Linear Regressionmethod to explain the direct and indirect relationship as well as simultaneously andpartially psychological factors from the variables of Motivation, Perception,Learning, Beliefs, and Attitudes Toward Consumer Decisions to Buy the ManadoTribune newspaper in Manado City, North Sulawesi. The research object chosenwas the Manado Tribune Daily Newspaper with a sample of 120 respondents. Dataanalysis techniques with the help of SPSS v.22.0 software for Windows. The resultsshowed that motivation (X1) has a significant effect on Purchasing Decisions (Y).Perception (X2) has a substantial effect on Purchasing Decisions (Y), Learning(X3) has a significant effect on Purchasing Decisions (Y), Belief (X4) has nosignificant effect on Purchasing Decisions (Y) ), and Attitude (X5) has a positiveand significant effect on Purchasing Decisions (Y). Simultaneously all X variableshave a significant effect on Purchasing Decisions (Y).