Psycological Factor Confirmatory Model on Tooth Paste Buying Decision in Face ASEAN ECONOMIC COMMUNITY 2015

Abstract

The objective of the research was tested the effect of psychological factor of consumer that consisted of consumer motivation, consumer personality, consumer perception, consumer attitude, and consumer learning on consumer buying decision of Pepsodent tooth paste in Jember City. The population of this research was all customer who is using or buying Pepsodent tooth paste. The purposive sampling method was used to determine the sample. The sample size was 170 respondent. The result of this research indicated that consumer motivation influences significantly on consumer buying decision; consumer perception influences significantly on consumer buying decision; consumer attitude influences significantly on consumer buying decision; consumer learning influences significantly on consumer buying decision Pepsodent tooth paste in Jember City