PENGARUH PSIKOLOGI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KEMBALI SMARTPHONE BLACKBERRY
ABSTRACT: Repurchase decision
is influenced by several factors, among others are, marketing stimuli
(marketing mix) environmental stimuli, consumer characteristics, and consumer
psychology. Previously, marketers were more interested in studying consumer
response to marketing mix. This study investigated the influence of consumer
psychology on repurchase decision. The independent variables of the research
are motivation, perception, learning, and attitude. The dependent variable is
the repurchase decision of the BlackBerry. Data were collected by distributing
questionnaires to 200 BlackBerry smartphone users. Data analysis was performed
using multiple regression. The results showed that there is only one variable
(attitude) that has a significant influence on repurchase decision. Thus,
marketers with limited budgets need to be more selective in allocating their
funds, which is primarily should be intended to build and develop positive
attitudes towards BlackBerry.
Keywords: Consumer Psychology,
Motivation, Perception, Learning, Attitude, and Repurchase decision
Penulis: Bunga Geofanny Fredereca,
Chairy Chairy
Kode Jurnal: jpmanajemendd100293
