ANALYZING THE INFLUENCE AMONG CULTURAL FACTOR, SOCIAL AND PSYCHLOGICAL WITH THE CUSTOMER BUYING DECISION OF ORIFLAME PRODUCT IN MANADO
ABSTRACT: Consumer decision in
buying products is an important activity in which where all revenues are coming
from. The higher degress of product variety is also an influencial aspect in
consumer decision for purchasing. The objective of this research is to find out
the influence of Cultural, Social and Psychological factors toward consumer
decision making for Oriflame product in Manado. This research used the Multiple
Regresion Method. The findings showed that the three factors are simultaneously
influence toward consumer decision for Oriflame product. Only Social factor has
an influence, partially, toward consumer decision, while the Cultural and
Psychological needs to increase the quality of cultural and psychological
factor, so as to improve the marketing approval to increase the Service Quality
for consumer and future sales.
Author: Yunita Melani Sanger,
Sifrid S. Pangemanan
Journal Code: jpmanajemengg150058
