Cultural, Social, Personal, and Psychological Factors on Influencing Purchasing Decisions of Citra Hand and Body Lotion at Students In The City of Jember

Abstract

This study aims to determine the influence of cultural, social, personal, psychological factors on purchasing decisions Hand and body lotion in Students in the City of Jember. Population in this research is Student in Town of Jember who know about Citra hand and body lotion. The sampling method used is purposive sampling with the number of respondents as many as 120 people. The method of analysis used is multiple linear rehresi analysis. The results of this study indicate that culture significantly positive effect on purchasing decisions hand and body lotion of 0.351 or 35.1% with a significance value of 0.000, social significant positive effect on purchasing decisions Hand and body lotion of 0.116 or 11.6% with a significance value of 0.033, personal significant positive effect on purchasing decisions Hand and body lotion of 0.124 or 312.4% with a significance value of 0.005, and psychological significant positive effect on purchase decision Citra hand and body lotion of 0.316 or 31.6 % with a significance value of 0.000.