Pengaruh Kebudayaan, Sosial, Pribadi, dan Psikologi Terhadap Keputusan Konsumen dalam Penggunaan Grab Car pada Mahasiswa Fakultas Ilmu Sosial dan Politik Universitas Sam Ratulangi Manado

Authors

  • Angel V. A. P. Maukeno Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Henny S. Taroreh Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Aneke Y. Punuindoong Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

DOI:

https://doi.org/10.35797/jab.v9.i2.46-51

Keywords:

Cultural Factors, Social Factors, Personal Factors, Psychological Factors and Consumer Decisions

Abstract

The purpose of this research is to know the existence of factors influence a company's marketing, personal, social, cultural and psychological effects are significant for consumer behaviour in the use of Grab Car. Consumer behavior is a process undertaken by someone in finding, buying, using, evaluating, and disposing of a product or service after it is consumed, the study was conducted at the Faculty of social and political sciences of the University of Sam Ratulangi Manado by taking 100 students as the respondent. Withdrawal methods used is the sample Random Sampling with data analysis using multiple regression. By using the test validity and reliability in order to test the validity of the data. The results of this research show that cultural factors, social, personal, and psychology at the same time positively and significantly to the decision of the consumer in using the Grab Car with personal factors the most dominant, and it has high determination coefficient values, or have a great contribution towards the decisions of consumers.

References

Agustin, A. 2017. “Presepsi Masyarakat Terhadap Penggunaan Transportasi Online (Gojek) di Surabaya dalam Jurnal Ilmu dan Riset Manajemenâ€,Volume 6, Nomor 9, September 2017.

Kotler, Philip dan Keler, Kevin, 2012. “Manajemen Pemasaranâ€, Edisi 12 Erlangga Jakarta

Maleke, C, .L. 2013. “Faktor Sosial, Pribadi, dan Psikologis Pengaruhnya Terhadap Keputusan Pembelian Blackberry Gemini Pada PT. Megamitra Makmur Sejahtraâ€, Jurnal EMBA 553 Vol. 1 No. 3 September 2013.

Towoliu, J.E.S. “Pengaruh Faktor Pribadi dan Faktor Keluarga Terhadap Keputusan Pembelian di Rumah Makan Waroeng Tepi Laut Manadoâ€, Jurnal EMBA Vol. 5 No. 2 Juni 2017.

Syafirah. 2017 “Pengaruh Faktor-faktor Perilaku Konsumen Terhadap Keputusan Pembelian Produk Holland Bakery Manadoâ€, Jurnal EMBA Vol. 5 No. 2 Juni 2017

http://.www.ejournal.unsrat.ac.id/index.php/emba/article/view/2104

Downloads

Published

29-07-2019

How to Cite

Maukeno, A. V. A. P., Taroreh, H. S., & Punuindoong, A. Y. (2019). Pengaruh Kebudayaan, Sosial, Pribadi, dan Psikologi Terhadap Keputusan Konsumen dalam Penggunaan Grab Car pada Mahasiswa Fakultas Ilmu Sosial dan Politik Universitas Sam Ratulangi Manado. JURNAL ADMINISTRASI BISNIS (JAB), 9(2), 46–51. https://doi.org/10.35797/jab.v9.i2.46-51

Most read articles by the same author(s)

1 2 > >>