THE INFLUENCE OF CULTURE, SOCIAL, PERSONAL AND PSYCHOLOGY ON BUYING DECISION (Case Study at Consumen Ciplaz Mall Lampung in Bandar Lampung)

Abstract

This research was aimed to find out the effect of culture, social, personal and psychology on buying decision  and  on  customer  CiplazMall  Lampung.  This  approach  of  research  was  explanatory.  The population in this study were customer of Ciplaz Mall Lampung. The sampling technique in this study is accidental  sampling with  a  sample  of  100 respondents.  The  data  were  obtained  from  questionnaire through likert scale. Based on the results of the research and data analysis, culture has a positive and significant effect on the buying decision, social has a positive and significant effect on the variable of buying  decision,  personal  has  a  positive  and  significant  effect  on the variable of buying decision, psychology has a positive and significant effect on the variable of buying decision. Based on simultaneous result, it proves that culture, social, personal and psychology have significant influence toward buying decision. This suggest that the effect  of  culture,  social,  personal  and  psychology  on  buying  desion customer satisfaction can increase buying decision Ciplaz Mall Lampung.