ANALYSIS OF PSYCHOLOGYCAL FACTORS INFLUENCING THE CONSUMER PURCHASE DECISION OF INDOFOOD INSTANT NOODLES IN CIKARANG, INDONESIA

Abstract

The purpose of this study is to explore the adoption and investigates the impact of psychological on consumer purchasing decision making within the Indofood‟s consumer. A theoretical model developed based on the Framework of Purchase Decision making through four factors – Motivation, Perception, Learning, and Belief & Attitude. In this research, the author used primary data and secondary data. Questionnaires were distributed to 100 customers, located Giant supermarket and Citywalk area in Cikarang, Indonesia. This research use quantitative method analysis. The research method used in this research is multiple regression models. The total of sample is 100 respondents which is 47% is male and 53% is female. The independent variables of psychological factors are motivation, perception, learning, belief and attitude. The result of the research is that there are 76.9% influence of psychological factors towards consumer purchase decision. The independent variable with the most significant influence towards consumer purchase decision.The conclusion of the research is that psychological factors simultaneously has influence towards consumer purchase decision. But partially, only three independent variables of psychological factors were significant towards consumer purchase decision, which are motivation, perception, belief and attitude.