The Influence of Psychological Factors on The Buying Decision Process of Tropicana Slim Sweetener Products
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May 31, 2020
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Abstract
This research aimed to determine the influence of psychological factors on buying decisions of Tropicana Slim Sweetener products. This research was conducted in Pontianak, West Kalimantan Province. The psychological factors of consumers in making the buying decision process consisted of motivation, perception, learning, beliefs and attitudes. The population used in this research was consumers of Tropicana Slim Sweetener. The sample used was 150 people, using purposive sampling. The research was conducted in June to July 2018. The research data were obtained by the analysis method using Structural Equation Modeling (SEM). The results showed that psychological factors had a positive influence on consumer buying decisions, with the most influenced indicators were convince in the product, belief in the product, product brand, knowledge of the product, the feelings towards the product and product reliability.
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RAHAYU, Gita; KURNIATI, Dewi; SUHARYANI, Anita.
The Influence of Psychological Factors on The Buying Decision Process of Tropicana Slim Sweetener Products.
SOCA: Jurnal Sosial Ekonomi Pertanian, [S.l.], v. 14, n. 2, p. 253 - 264, may 2020.
ISSN 2615-6628.
Available at: <https://ojs.unud.ac.id/index.php/soca/article/view/60073>. Date accessed: 28 apr. 2024.
doi: https://doi.org/10.24843/SOCA.2020.v14.i02.p06.
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References
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Dhio Panji Pratama. (2013). Analisis Motivasi, Persepsi, Pembelajaran, Keyakinan dan Sikap Terhadap Keputusan Pembelian Pada PT. Conbloc Indonesia SuryaManado. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3), 664-675.
Ersalina, Felita. (2017). Persepsi Nilai dan Kepercayaan Terhadap Keputusan Pembelian Produk Gula Tropicana Slim pada Konsumen Supermarket Indogrosir Yogyakarta.
Eva, Latipah. (2010). Strategi Self Regulated Learning dan Prestasi Belajar : Kajian Meta Analisis. Jurnal Psikologi, 37(1), 110-129. Avaible online at https://doi.org/10.22146/jpsi.7696. Acsess on July 1 2018.
Ferrinadewi, Erna. 2008. Merek dan Psikologi Konsumen, Implikasi Pada Strategi Pemasaran. Yogyakarta : Graha Ilmu.
Ji Won You. (2016). The relationship among college students' psychological capital, learning empowerment, and engagemen. Journal of Learning and Individual Differences, Vol. 49 (2016), Pages 17–24, avaible online at ScienceDirect. http://dx.doi.org/10.1016/j.lindif.2016.05.001.
Kotler, Philip, (2005). Manajemen Pemasaran. Edisi 11, Jilid 2, Jakarta: PT. Indeks.
Kotler dan Amstrong, (2001). Kualitas Produk, Merek dan Desain Pengaruhnya Terhadap Keputusan Pembelian Sepeda Motor Yamaha Mio. Jurnal EMBA. Vol. 1,No.3.
Michael D. Richard and Arthur W. Allaway, (1993). Service quality attributes and choice behaviour. Journal of Services Marketing, 7(1), 59 – 68. Avaible online at: https://doi.org/10.1108/08876049310026105.
Nurdin, Rahman, Nikmah Utami Dewi, dan Fitra Armawaty. (2016). Faktor-Faktor Yang Berhubungan Dengan Perilaku Makan Pada Remaja SMA Negeri 1 Palu. Jurnal Preventif, 7(1), 1- 64.
Sisilya, Truly R. (2014). Analisis Motivasi, Persepsi, Pembelajaran, Keyakinan dan Sikap Terhadap Keputusan Pembelian Pada PT. Conbloc Indonesia Surya Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3), 664-675.
Sri, Wahjuni, A. & I Gde Cahyadi. (2007). Pengaruh Elemen Ekuitas Merek Terhadap Rasa Percaya Diri Pelanggan Di Surabaya Atas Keputusan Pembelian Sepeda Motor Honda. Jurnal Majalah Ekonomi, Tahun XVII, No.2 Agustus 2007.
Sugiyono. 2009. Statistik untuk Penelitian. Bandung: Alfabeta.
Tjiptono,. (2005). Strategi Pemasaran, Edisi II, Andy, Yogyakarta
Verina H. Secapramana. (2000). Model Dalam Strategi Penetapan Harga. Jurnal Unitas, 9(1), 30-34.
William, O. B. and Michael J. Etzel. (1982). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9(2), 183-194, https://doi.org/10.1086/208911.
Zeithaml, V. (1988). Consumer perception Price, Quality and Value:A means end model and synthesis of evidence. Journal of Marketing, 52(3), 2-2