CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL EFFECTS ON SAMSUNG SMARTPHONE PURCHASE DECISIONS

Abstract

Abstract

Cultural, social, personal and psychological are some of the points that have an impact on customers in making decisions about consuming products. Samsung is an example of a smartphone that belongs to the luxury class, many people want to own it. My goal as the author is to be able to analyze the cultural, social, personality and psychological influences on purchasing decisions for Samsung smartphones. The criteria I chose were Samsung smartphone users. The sample I took was 97 respondents using a sampling technique, namely non-probability or purposive sampling. This research makes use of multiple linear regression analysis and several other tests. And the research results state that psychological factors have an important influence on the decision to buy a Samsung smartphone, while culture, social and personal have no influence on the decision to buy a Samsung smartphone. Samsung companies must focus on cultural, social, personal and psychological elements in order to influence customers to use Samsung smartphone products.

Keywords: Cultural, Social, Personal, Psychological and Purchasing Decisions