<![CDATA[This study aims to determine and analyze the influence of consumer behavior which consists of cultural, social, personal, and psychological factors, as well as the reason that psychological factors are the most dominant influence on purchasing decisions for Jellys’ “Pure Soap” body whitening soap product in the residential area of Gading Serpong, which was distributed on June 2021 to 100 respondents through a questionnaire and was tested using a Likert scale with accidental sampling technique. The two hypotheses were analyzed with multiple regression analysis using SPSS 26 after testing the validity and reliability. The results of the study answered that the variables of cultural, social, personal, and psychological factors simultaneously had a significant influence, and psychological variables namely motivation, perception, and product knowledge had a dominant influence on purchasing decisions for the Jellys’ “Pure Soap” brand body whitening soap product. Further research is needed for other researchers to examine other variables not included in this study. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh perilaku konsumen yang terdiri atas faktor budaya, sosial, pribadi, dan psikologis, serta alasan faktor psikologis paling dominan berpengaruh terhadap keputusan pembelian produk sabun pemutih tubuh Jellys “Pure Soap” di lingkungan wilayah pemukiman Gading Serpong, yang didistribusikan pada bulan Juni 2021 kepada 100 responden melalui kuesioner dan diteliti menggunakan skala Likert dengan teknik accidental sampling. Kedua hipotesis dianalisis dengan analisis regresi berganda menggunakan SPSS 26 setelah uji validitas dan reliabilitas. Hasil penelitian menjawab bahwa variabel faktor kebudayaan, sosial, pribadi, dan psikologis secara simultan mempunyai pengaruh signifikan, serta variabel psikologis yaitu motivasi, persepsi, dan pengetahuan akan produk mempunyai pengaruh dominan terhadap keputusan pembelian produk sabun pemutih tubuh merek Jellys “Pure Soap”. Diperlukan adanya penelitian lanjutan bagi peneliti lain untuk meneliti variabel lain yang tidak dimasukkan dalam penelitian ini.]]>
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