Faktor-Faktor yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Kartu Seluler Lebih dari Sati Operator pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Medan Area, Medan

Abstract

Nowadays, cell phone is not a luxury item that only belong to certain circle, but it has become a necessary for everyone. Advances in cell phone technology affect purchase of a mobile phone cellular card. At selection phase and purchase of a product, consumers are faced with a variety of factors that always affect their decisions. This research is purpose to know the factors that always affect customer’s decisions on purchase of a mobile phone cellular card more than one operator that consist of cultural factors, social factors, personal factors and psychological factors. In this research use a parametric statistical with probability sampling method. The respondents in this research uses 69 students of Management Department Economics Faculty of Medan Area University. The data were obtained from direct interviews and questioner with Management Department students Economics Faculty of Medan Area University. Data collection techniques use Likert method with interviews and observations. Data analysiss quantitative and qualitative use multiple linear regression method. And testing the samples using SPSS version 16. Result of the research is cultural factors affect the purchase decision influence the purchase decision (significance 0.029 < 0.005 dan thitung 2.239 > ttabel 1.994), the social factors affect the purchase decision influence the purchase decision (significance 0.000 < 0.005 dan thitung 2.009 > ttabel 1.994), the personal factors affect the purchase decision influence the purchase decision (significance 0.000 < 0.005 dan thitung 3.947 > ttabel 1.994), and the psychological factors affect the purchase decision influence the purchase decision (significance 0.000 < 0.005 dan thitung 4.462 > ttabel 1.994). And the psychological factor is the most dominant factor influencing the purchase decision. Simultaneously factor of cultural, social, personal and psychological influence on purchasing decisions cards mobile carriers more than one operator to the students of the Faculty of Economics, University Medan Management Area. (significance. 0.000 < 0.005 dan Fhitung 25.958 > Ftabel 2.74)