Faktor Pribadi dan Faktor Psikologis yang Memengaruhi Perilaku Konsumen dalam Pembelian Songket di Toko Mawar Songket

Authors

  • Tiara Veranica Politeknik Negeri Sriwijaya
  • M. Syahirman Yusi Politeknik Negeri Sriwijaya
  • A. Jalaluddin Sayuti Politeknik Negeri Sriwijaya

DOI:

https://doi.org/10.5281/zenodo.7417240

Abstract

The purpose of this study was to analyze the most dominant personal and psychological factors in influencing consumer behavior in purchasing songket at  Mawar Songket store and how much these factors affected consumer behavior in purchasing songket at Mawar Songket store. Problem solving was done by quantitative-descriptive research method with a technique in the form of a survey of consumers of the Mawar Songket store through a questionnaire. The data in this study used analysis of instrument test, multiple linear regression tests with partial and simultaneous tests which were processed with IBM SPSS version 25. From the results of the study, it was concluded that personal factors did not significantly influence consumer behavior. While psychological factors had a significant effect on consumer behavior at  Mawar Songket store. Psychological factors gave the most dominant influence on consumer behavior at  Mawar Songket store. Enhancement in songket types and prices need to be strengthened in order to encourage consumers' personal factors in purchasing songket at Mawar Songket store based on consumer behavior.

Downloads

Published

2022-05-29

How to Cite

Veranica, T., Yusi, M. S., & Sayuti, A. J. (2022). Faktor Pribadi dan Faktor Psikologis yang Memengaruhi Perilaku Konsumen dalam Pembelian Songket di Toko Mawar Songket. Jurnal Aplikasi Manajemen Dan Bisnis, 2(2), 31–36. https://doi.org/10.5281/zenodo.7417240

Issue

Vol. 2 No. 2 (2022): Jurnal Aplikasi Manajemen dan Bisnis April 2022

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).