PENGARUH FAKTOR PSIKOLOGIS KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK MARTHA TILAAR DI KOTA TEMBILAHAN

Abstract

This research was conducted at a cosmetic shop located in Tembilahan Kota, which aims to determine the influence of consumer psychological factors on purchasing decisions of Martha Tilaar products in Tembilahan City. In this study the data were obtained from data collection through observation and questionnaires from questions to 90 respondents who used Martha Tilaar's products by taking the sample using Bailey method because the users of the product were not known. The independent variables consist of Motivation (X1), Perception (X2), Learning (X3), Beliefs and Attitudes (X4), and the dependent variable is the purchase decision (Y). Furthermore, the data was processed using SPSS 18.0 for windows, instrument testing using validity, reliability and classical assumption tests consisting of normality test, multicollinearity test, autocorrelation test and heteroscedasticity test. While the data analysis method uses multiple linear regression with the coefficient of determination, t test and F test, so that the results of the research are useful to provide an overview for companies or shop owners who sell Martha Tilaar products in making the best strategic plans and are directed to increase sales in the future. . The calculation results on the coefficient of determination (R2) are 0.554 or 55.4%. Meanwhile, based on the partial test results, the motivation variable (X1) has tcount X1 6,793> ttable 2,000, the motivation variable (X1) has a partial effect, the perception variable (X2) gets tcount X2 2,693> ttable 2,000, the perception variable (X2) effect partially. Learning variable (X3) obtained tcount X3 3,365> ttable 2,000, learning variable (X3) has a partial effect. Belief and attitude variables (X4) obtained tcount X4 2.503> ttable 2,000, belief and attitude variables (X4) partially influence the purchasing decisions of Martha Tilaar's products. As well as simultaneous testing, it is found that Fcount (26.445)> from Ftable (2.53), while the significance (0.000) <from alpha is at the 5% or 0.05 level. This means that the independent variable (X) simultaneously affects the dependent variable (Y).