<![CDATA[The aim of this research is to find out whether motivation, perception, learning, beliefs and attitudes influence Oriflame purchasing decisions among students at the economics faculty at KH University. A. Wahab Hasbullah Jombang Rice Pond. This research uses quantitative research methods. The research method that will be used in this research is an associative method with a quantitative approach. The use of this quantitative associative method is to explain the influence of psychological factors on purchasing decisions for Oriflame products (study of UN The use of this quantitative associative method is to explain the influence of psychological factors on purchasing decisions for Oriflame products (study of UNWAHA economics faculty students). Data analysis in this research is using the Likert scale method and using multiple linear regression methods and the data is analyzed using the SPSS 26 program. Based on the results of research and analysis using the SPSS 26 program, it is partially proven that motivation has no effect, perception has an effect, learning has an effect, trust has no effect, attitudes have an effect and simultaneously these psychological factors still have an insignificant effect on purchasing decisions.]]>
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