PENGARUH FAKTOR-FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN PADA PT SARI BUAH SAWIT

Abstract

Since the performance of buying judgments at PT Sari Buah Sawit had decreased, researchers moved the study object there. The study's goal is to identify the role that customers' lack of motivation and negative perceptions play in PT. Palm Fruit Juice's declining sales. Experts' opinions on the links between consumer emotions, perceptions, and behavior provide the theoretical foundation for this study. In this research, a total of 121 clients served as the population, while a subset of those people (93) served as the sample drawn using the Slovin formula. Interviews, questionnaires, and written records were used to compile the data. This study employs a multiple linear regression analysis model, with simultaneous (F-test) and partial (Pearson's r) testing of the coefficient of determination (t-test). The results showed that customer motivation and customer perception partially and simultaneously have an influence on purchasing decisions at PT. Palm fruit juice with the results of the coefficient of determination obtained a value of 0.878, this means that the independent variable is able to explain the variation in the change in the dependent variable by 87.8% and the remaining 12.2% is the influence of other independent variables not examined in this study