Analysis of the Effect of Psychological Factors on Consumer Decisions for Purchase of Tribun Manado News in Manado City

Abstract

This type of research is research conducted using the Multiple Linear Regression method to explain the direct and indirect relationship as well as simultaneously and partially psychological factors from the variables of Motivation, Perception, Learning, Beliefs, and Attitudes Toward Consumer Decisions to Buy the Manado Tribune newspaper in Manado City, North Sulawesi. The research object chosen was the Manado Tribune Daily Newspaper with a sample of 120 respondents. Data analysis techniques with the help of SPSS v.22.0 software for Windows. The results showed that motivation (X1) has a significant effect on Purchasing Decisions (Y). Perception (X2) has a substantial effect on Purchasing Decisions (Y), Learning (X3) has a significant effect on Purchasing Decisions (Y), Belief (X4) has no significant effect on Purchasing Decisions (Y) ), and Attitude (X5) has a positive and significant effect on Purchasing Decisions (Y). Simultaneously all X variables have a significant effect on Purchasing Decisions (Y).