PENGARUH FAKTOR PSIKOLOGIS KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ROKOK (Studi Pada Konsumen Rokok PS Djeram di Kabupaten Sumbawa)

Abstract

This study aims to know the effect of psychological factors toward purchasing decisions of PS brand cigarettes in Sumbawa District. The independent variables in this study were motivation, perception and attitude, while the dependent variable in this study was the purchase decision. The type of this study was associative with a quantitative approach. The populations in this study were PS cigarette consumers in Sumbawa district. The technique used to determine sample used was purposive sampling with accidental sampling approach. Data was collected through observation and questionnaires.The analytical tools used in this study were validity test, reliability test, classical assumption test, Multiple Linear Regression, t-test, f-test, and determinant coefficient.  The results of study showed that the score of F-value was 56,746 > F-table of 2.70 with a significant value of 0.000 < 0.05, then there was effect of psychological factors namely Motivation, Perception, Attitude together toward the decision to purchase of PS brand Cigarettes in Sumbawa district. The value of the determinant (adjusted R square) was of 0.628 or (62.8%). This showed that the percentage effect of psychological factors toward purchasing decision of PS Djeram cigarettes in Sumbawa District was 62.8%. In other words, purchasing decisions can be explained or affected by the variable motivation (X1), perception (X2), attitude (X3) of 62.8%, while the remaining of 37.2% was explained by other variables not examined in this study.