| dc.description.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. | en_US |
