Faktor Psikologi, Sosial dan Pribadi Sebagai Anteseden Terhadap Keputusan Pembelian Fashion Lazada Di Kota Yogyakarta

Oleh Indra Cahyono Putra

Abstract

This study aims to determine: (1) Effect of Psychological Factors on Purchasing Decisions of Fahion Lazada in Yogyakarta City, (2) Effect of Social Factors on Purchasing Decisions of Fahion Lazada in Yogyakarta City, (3) Effect of Personal Factors on Purchasing Decisions of Lazada Fashion in Yogyakarta City and this type of research is quantitative research The population in this study is the City of Yogyakarta, the sample in this study were students in the city of Yogyakarta, the sampling used in this study was nonprobability sampling. Sampling was carried out on 68 respondents who had purchased Lazada fashion in Yogyakarta and collected data using a questionnaire and used t test analysis techniques and the coefficient of determination to determine purchasing decisions can be measured by psychological, social and personal variables. The results of this study indicate that psychological variables have a significant positive effect on Lazada fashion purchasing decisions with a significance value of 0,000 <0.05. Social variables have a positive and significant effect on Lazada fashion purchase decisions with a significance value of 0.004 <0.05 and Personal variables have a positive and significant effect on Lazada fashion purchase decisions with a significance value of 0.01 <0.05.

Key Words: Psychology; Social; Personal; and Purchasing Decisions