Abstract:
Th
e study is carried out to analyze of psychology factors, social factors,
culture factors and personal factors toward consumer buying decision by case
study of President University . In recent years apple had developed fast,
especially for the young market. Compare with traditional brand electric
products, Apple have the advantages of stable system, fashion appearance,
high technology support and fast updated .In this research w e analysis the
consumer buying behavior to try to find out the reasons. The resear cher use d
four independent variables (psychology factors, social factors, culture factors
and personal factors) and one dependent va riable (consumer buying Decision )
for this research. The researcher l ie d quantitative research and c ollect ed data
through qu estionnaire. The respondents were 333 students of President
University . The research uses M ultiple L inear R egressions to analyze the
techniques was used hypothesis and found out that psychology factors, social
factors culture factors and personal factors have significant influence
consumer buying decision toward college student in President University In this study, mainly introduced the four factors that affect consumer buying behavior including psychological factors, social factors, cultural factors and personal factors, market manager can through these data and the results of the study, analysis and study on consumer buying behavior, and makes the better judgment.
