TA DIGITAL
Psychographic factors analysis on purchasing decisions to product wifi.id at pt. telekomunikasi Indonesia, tbk (case study at wifi corner Semarang)
The purposes of this study were to analyze the influence of psychographic factors and purchasing decision on customer’s satisfaction and to find out how great the influence of psychographic factors and purchasing. This research used simple random sampling which is one kind of probability sampling and used 100 samples as respondent. The samples were people who used WIFI.ID in WIFI Corner Semarang. The data collecting technique in this research were using questionnaire and interview.
The multiple linear regression analysis for hypothesis test, F test and t test used level of significant α = 0.05. The analysis research in fist sub structural showed that activity (0.222) and opinion (0.225) gave a significant and positive influence on purchasing decision. But interest (sig=0.321) didn’t significant on purchasing decision. Coefficient determination in this research was 0.131, it means that independent variable (activity, interest, and opinion) gave contributions to dependent variable (purchasing decision) for 13.1% and 86.9% were caused by another factors that couldn’t be explained in this research.
Keyword: psychographic factors, purchasing decision.
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