PENGARUH KUALITAS PRODUK DAN FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY SHOP DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of product quality and
psychological factor on purchasing decision body shop product in Padang City. The
population in this study were all consumer who had used and buying body shop product in
Padang City. The sampling technique used was accidental sampling, while the number of
samples used for the analysis was 120 consumer. Technique data analysis used for testing
hypotheses is multiple linear regression. The results found that the product quality and
psychological factor on purchasing decision. In this study there are five variables, variables
which have a significant effect in this study is attitude and learning, while product quality,
motivation and perceptual variables does not significant effect on purchasing decisions. This
research provides practical recommendations for the management of body shop product will
continue to work to improve the implementation of learning and attitude dating in the future.
This is due to learning and attitude has a significant impact on consumer purchasing
decisions body shop product in Padang City.
Keywords : Product quality, motivation, perceptual, learning, attitude, and purchasing
decision