Pengaruh Faktor Psikologis Terhadap Keputusan Pembelian Isi Ulang Pulsa Pada Mahasiswa Indonesia Banking School, Jakarta

Dewi, Febrianti Kusuma (2011) Pengaruh Faktor Psikologis Terhadap Keputusan Pembelian Isi Ulang Pulsa Pada Mahasiswa Indonesia Banking School, Jakarta. S1 thesis, STIE Indonesia Banking School.

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Abstract

Due to the highly competitive market, as one of CDMA Provider Company Esia should be prepared in facing the competitor. In order to survive in market, it is important for Esia to be acknowledged in people consuming behaviour. As the theory says,”the factors that influence the buying decision are: culture, social, personal, and psychological” (Kotler, 2002). Among one of those factors, psychological consider as the potential factor that influence the buying decision dominantly. Refer to Kotler’s theory (2002), psychological factor consist of 4 variables which are motivation, perception, attitude and learning. Marketing research helps the company in finding whether the psychological significantly influence the buying decision or not. This research use quantitative method, using descriptive, evaluative and conclusive analysis. Regression analysis is used to analyze data. From this research, known that motivation, perception, attitude and education is significantly influence the buying decision Keywords : motivation, perception, attitude, learning, buying decision, Esia

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Prodi S1 Manajemen
Depositing User:	Mrs. Deli Apsa
Date Deposited:	07 Oct 2020 04:52
Last Modified:	14 Jun 2024 08:08
URI:	http://repository.ibs.ac.id/id/eprint/1509

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