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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Ekonomi Manajemen Al-MIKRAJ: Jurnal studi Islam dan Humaniora Jurnal Sains Ekonomi (JSE)
Sahla, Hilmiatus
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Jurnal Ekonomi Manajemen

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PENGARUH FAKTOR BUDAYA DAN PSIKOLOGI TERHADAP KEPUTUSAN PEMBELIAN SABUN CREAM MEREK EKONOMI DI KABUPATEN ASAHAN Manurung, Heri Prasuhanda; Sahla, Hilmiatus
Jurnal Ekonomi Manajemen Vol 6, No 2 (2020): November 2020
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v6i2.2034

Abstract

ABSTRACTThe purpose of this study was to measure the influence of cultural and psychological factors on the decision to purchase economic brand cream soap in Subur village, Air Joman sub-district, Asahan district, partially and simultaneously. Reseacrh method which applied in this research is descriptive and verification methods.Sampling technique applies is purposive sampling technique and the sample is 100 respondents. This study used multiple regression analysis methods, hypothesis testing, coefficient of determination. The results of the study explain that simultaneously cultural factors and psychological factors have a positive and significant effect on the purchase decision of economic brand cream soap, the partial hypothesis test results show that cultural factors have a significant and significant effect on purchasing decisions and psychological factors have no and significant effect on economic brand purchasing decisions.Keywords: cultural factors; psychological factors; purchasing decisions.ABSTRAKTujuan dari penelitian ini untuk mengukur pengaruh faktor budaya dan psikologi terhadap keputusan pembelian sabun cream merek ekonomi di desa Subur kecamatan Air Joman kabupaten Asahan secara parsial dan simultan. Metode yang digunakan adalah metode deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling sebanyak 100 responden. Penelitian ini menggunakan metode analisis regresi berganda, uji hipotesis, koefisien determinasi. Hasil penelitian menjelaskan bahwa secara simultan faktor budaya dan faktor psikologi berpengaruh positif dan signifikan terhadap keputusan pembelian sabun cream merek ekonomi, hasil uji hipotesis secara parsial menunjukkan bahwa faktor budaya berpengaruh dan signifikan terhadap keputusan pembelian dan faktor psikologi tidak berpengaruh dan signifikan terhadap keputusan pembelian merek ekonomi.Kata Kunci: faktor budaya; faktor psikologi; keputusan pembelian.
Co-Authors Apriliani, Lilis Batubara, Juliwati P. Butar-butar, Zuhilda Rahmayani Damanik, Sri Rafika Daulay, Mhd Adi Firmansyah Fadila, Zahra Nur Khulsum, Umi Manurung, Heri Prasuhanda Mustamu, Novilda Elizabeth Ningrum, Hesti Sulistia Pahmi Pahmi Rumondang, Rumondang Sinaga, Awal Barokah Sri Wahyuni Wahyudi, Akmal