Pengaruh Faktor Psikologis terhadap Keputusan Pembelian Smartphone Samsung dengan Operating System Android (Studi Kasus pada Mahasiswa Universitas Kristen Maranatha Fakultas Ekonomi Jurusan Manajemen Tahun 2013)
Daftar Isi:
- Repurchase decision is influenced by several factors, among others are, marketing stimuli (marketing mix) environment stimuli, costumer characteristics, and costumer psychology. Previously, marketers were more interested instudying consumer response to marketing mix. This study investigated the influence of costumer psychology on repurchase decision. The independent variable of the research are motivation, perception, learning, and attitude (psychology). The dependent variable is the repurchase decision of smartphone Samsung with operating system android. Data were collected by distributing questionary to 100 smartphone Samsung users. Data analysis was performed using simple regression. The result showed that there is psychology variable has a significant influence on repurchase decision. Thus, marketers with limited budgets need to be emore selective in allocating their funds, wich is primarily should be intended to build and develop positive attitudes towards smartphone Samsung.