Analisis Faktor Psikologis terhadap Keputusan Pembelian Suatu Produk Kosmetik di Kalangan Mahasiswi Fakultas Matematika dan Ilmu Pengetahuan Alam Universitas Sumatera Utara

Abstract

Factor Analysis is a multivariate statistical technique used to reduce/summarizing data, from the many variables was transformed into a little variable. The psychological factor is the most fundamental factors in the individual that will affect a person's choices in buying. Components including the motivation, perception, learning, as well as the beliefs and attitudes. This study is an analysis of the Factors to find out what are the dominant factors which affect the consumer's decision to purchase a product among cosmetic Coed Faculty of mathematics and Natural Sciences University of North Sumatra. Based on the research results obtained 5 dominant factors that can affect the results of purchasing decisions, namely learning factors (31,527%), perception (11,584%) Factors, attitudes and Beliefs Factor (9,217%), Motivational Factor (7,740%), and factor in the buying decision (7,505%). All five of these factors provide the proportion of cumulative 67,573% diversity means fifth of these factors can affect consumer decisions in buying a cosmetic product on research done by 67,573% and the rest can be influenced by other factors not identified by research model.