THE INFLUENCE OF CONSUMER BEHAVIOR ON PURCHASE DECISION XIAOMI CELLPHONE IN MANADO
ABSTRACT: The growing need and
rapid development of technology in the era of globalization, free markets, and
increasingly fierce competition made the company create products to meet the
diverse needs of consumers especially in mobile phone industry. The purpose of
this research is to analyse the influence of culture, social, personal, and
psychological factors towards consumer purchase decision on Xiaomi cellphone in
Manado partially and simultaneously. Sample determined for 80 consumers. Tools
of analysis using Multipler Regression, hypothesis test using F test and T
test. The result of research shows that social, culture, personal, and
psychological simultaneously have significant influence towards consumer
purchase decision. In partially social factor have significant influence
towards consumer purchase decision, while culture, personal, and psychological
partially do not have significant influence toward consumer purchase decision.
The management of Xiaomi should expand their strategic marketing sales via
offline in order to influence the cultural, personal, and psychological factor,
thus increasing their sales in Manado.
Author: Widya Rambi
Journal Code: jpmanajemengg150057
