THE EFFECT OF CONSUMER PSYCHOLOGY TOWARD CONSUMER BEHAVIOR OF SAMSUNG USER

Abstract

This study aims to determine the influence of consumer psychology factor which are motivation, perception, learning, belief and attitude toward consumer behavior of Samsung Smartphone in Manado. The method used in this research is the qualitative research methodology with narrative approach which will provide a descriptive insight about consumer psychology. The data for this research were gathered from interview, which the sample is random people with different occupation to get impulsive idea about the effect of consumer psychology. In the finding consumer psychology factor can affecting purchase decision toward Samsung Smartphone, Samsung is expected not only creating innovative product but also emotional bound with customer. Which is maintain customer loyalty.