PENGARUH FAKTOR PSIKOLOGIS DAN PESAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN PROBIOTIK MEREK YAKULT DI KOTA PADANG

Abstract

This research is aimed to examine empirically the effect of psychological factors and advertising message on purchasing decisions. The number of sample used was 138 respondents by performing purposive sampling.The technique of data analysis used multiple linear regresion, from the data analysis, it is obtained multiple linear regresion equatioan.To determine the contribution of independent variable on the dependent variable, the coefficien of determination is used with the result of 9,3 %, this shows that the influence of psychological factors and advertising message on purchasing decisions Yakult probiotic drink brand in the padang city is in the amuont of 9,3 %, and the rest of 90,7 % is influence by the other factor. To test the hypothesis, the test of t count is used, in the amount of psychological factors and advertising message. This the hypothesis in this study is accepted that there is an influence between psychological factors and advertising message on purchasing decisions Yakult probiotic drink brand in the padang city.
Keywords :Psychological Factors, Advertising Message, Purchase Decision