ANALYSIS OF PSYCHOLOGICAL FACTORS TOWARDS CONSUMER BUYING DECISION OF NOKIA SMARTPHONE AT PRESIDENT UNIVERSITY

Abstract

This study is about to analyze the relationship between psychological variables which are motivation, perception, learning, attitude, and lifestyle towards consumer buying decision. The research was conducted in President University, Cikarang, Bekasi. The researcher found the growth of Smartphone users and the phenomenon of Blackberry in Indonesia may give effect to the amount of Nokia Smartphone users. The author uses this as the problem identification. This research used primary data and questionnaire as its instrument. Multiple regressions used as its method. The f-test was used to find out the simultaneously influence from independent variables to the dependent variable and the t-test was used to find the partially influence from independent variables to dependent variable. The author used SPSS version 16.0 and Microsoft Excel 2007 to process the data. Respondents for this research were the students of President University batch 2010 that using or ever used Nokia Smartphone. There were 40 respondents who participated in pre-test questionnaire and 106 respondents who participated to fill in the final questionnaire. Based on the findings, the significant value for f-test is 0.00 which is below the significant level of 0.05, and it shows that the independent variables are give simultaneously influence to the dependent variable. The result of T-test shows that motivation and lifestyle factors may not give partially influences to the consumer buying decision, while perception, learning, and attitude may give partially influences to the consumer buying decision.