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.

 

Keywords:  culture, personal, psychological, purchase decision, social