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https://repository.uksw.edu//handle/123456789/32645| Title: | Pengaruh Faktor Psikologi Komsumen pada Keputusan Pembelian di era Kenormalan Baru dengan Usia dan Tingkat Pendidikan Sebagai Variabel Moderasi (Studi Kasus pada Salon Deskhabeautylhas) |
| Authors: | Asri, Mei Monika |
| Keywords: | Faktor Psikologi;Keputusan Pembelian;Usia;Tingkat Pendidikan |
| Issue Date: | 23-Feb-2024 |
| Abstract: | Penelitian ini bertujuan untuk menganalisis pengaruh faktor psikologi konsumen padakeputusanpembeliandi era kenormalan barudengan usia dan tingkat pendidikan sebagai variabel moderasi. Jenis penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah orang yang telah datang ke Salon Deskhabeautylash. Jumlah sampel penelitian ini adalah 100 orang. Jenis data yang digunakan dalam penelitian ini adalah data primer. Metode pengumpulan data menggunakan teknik survei menggunakan kuesioner. Teknik Analisis Data menggunakan regresi linier berganda. Uji asumsi klasik meliputi uji normalitas, uji multikolinearitas, uji heteroskedastisitas, dan uji linieritas. Dalam menguji efek moderasi, digunakan Moderated Regression Analysis (MRA). Hasil analisis menunjukkan bahwa Motivasi, Persepsi, Pengetahuan dan Sikap konsumen Salon Deskhabeautylash secara bersama￾sama mempengaruhi keputusan pembelian.Usia memperkuat pengaruh motivasi, persepsi, pengetahuan dan sikap konsumen Salon Deskhabeautylash terhadap keputusan pembelian.Tingkat pendidikan memperkuat pengaruh motivasi, persepsi, pengetahuan dan sikap konsumen Salon Deskhabeautylash terhadap keputusan pembelian. Kata Kunci: Faktor Psikologi, Keputusan Pembelian, Usia, Tingkat Pendidikan Abstract: The COVID-19 pandemic has brought significant changes to consumer behavior and the retailindustry. As a result, businesses need to understand the impact of psychological factors on consumer purchasing decisions in the "new normal" era. This study focuses on a specific case study of Salon Deskhabeautylash, a beauty salon in Indonesia. This study aims to investigate the impact of consumer psychology factors on purchasing decisions in the "new normal" era, with age and education level as moderating variables. The research design employed in this study is quantitative research, and the population studied consists of individuals who have visited Salon Deskhabeautylash. A sample of 100 individuals was used in this study, and primary data was collected using a survey method with a questionnaire. The data analysis technique employed was multiple linear regression. Assumption tests, such as normality test, multicollinearity test, heteroscedasticity test, and linearity test, were performed. Moderated Regression Analysis (MRA) was used to test the moderating effect. The results indicate that the motivation, perception, knowledge, and attitude of Salon Deskhabeautylash consumers collectively influence purchasing decisions. Age strengthens the impact of motivation, perception, knowledge, and attitudes of Salon Deskhabeautylash consumers on purchasing decisions. Education level also strengthens the impact of motivation, perception, knowledge, and attitudes of Salon Deskhabeautylash consumers on purchasing decisions. Keywords: Age, Education Level, Psychological Factors, Purchase Decision. |
| URI: | https://repository.uksw.edu//handle/123456789/32645 |
| Appears in Collections: | T1 - Management |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| T1_212017609_Judul.pdf | 404.4 kB | Adobe PDF | View/Open | |
| T1_212017609_Isi.pdf Until 9999-01-01 | 291.54 kB | Adobe PDF | View/Open | |
| T1_212017609_Daftar Pustaka.pdf | 319.62 kB | Adobe PDF | View/Open | |
| T1_212017609_Lampiran.pdf Until 9999-01-01 | 497.97 kB | Adobe PDF | View/Open | |
| T1_212017609_LembarPernyataan Penyerahan Lisensi dan Embargo.pdf | 749.47 kB | Adobe PDF | View/Open |
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