THE EFFECT OF PSYCHOLOGICAL FACTORS TOWARDS CONSUMER PURCHASE DECISION OF NETFLIX IN PANDEMIC ERA

Eksis Jurnal Riset Ekonomi dan Bisnis Pub Date : 2023-07-24 DOI:10.35794/emba.v11i3.49708

M. M. Kalangi, S. Lapian, Pengaruh Faktor, Psikologi Terhadap, Keputusan Pembelian, konsumen, F. V. Arie

{"title":"THE EFFECT OF PSYCHOLOGICAL FACTORS TOWARDS CONSUMER PURCHASE DECISION OF NETFLIX IN PANDEMIC ERA","authors":"M. M. Kalangi, S. Lapian, Pengaruh Faktor, Psikologi Terhadap, Keputusan Pembelian, konsumen, F. V. Arie","doi":"10.35794/emba.v11i3.49708","DOIUrl":null,"url":null,"abstract":"Successful companies influence consumer buying decisions to market their products effectively and maximize sales. The purpose of this study is to determine the effect of psychological factors towards consumer purchase decision of Netflix in pandemic era. This study uses a quantitative approach. Technique analysis using multiple linear regression. The results showed that perception, motivation, learning, attitude and confidence together or simultaneously have a significant effect on consumer purchasing decisions of Netflix users at the Faculty of Economics and Business Unsrat. Perception, learning and attitude partially has no significant effect on purchasing decisions of Netflix users at the Faculty of Economics and Business Unsrat. Motivation and confidence partially have a significant effect on purchasing decisions of Netflix users at the Faculty of Economics and Business Unsrat. Companies need to consider their perceptions, learnings, or attitudes to improve their purchasing decisions.\n \nKeywords: perception, learning, attitude, motivation and confidence","PeriodicalId":32333,"journal":{"name":"Eksis Jurnal Riset Ekonomi dan Bisnis","volume":"23 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Eksis Jurnal Riset Ekonomi dan Bisnis","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.35794/emba.v11i3.49708","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Successful companies influence consumer buying decisions to market their products effectively and maximize sales. The purpose of this study is to determine the effect of psychological factors towards consumer purchase decision of Netflix in pandemic era. This study uses a quantitative approach. Technique analysis using multiple linear regression. The results showed that perception, motivation, learning, attitude and confidence together or simultaneously have a significant effect on consumer purchasing decisions of Netflix users at the Faculty of Economics and Business Unsrat. Perception, learning and attitude partially has no significant effect on purchasing decisions of Netflix users at the Faculty of Economics and Business Unsrat. Motivation and confidence partially have a significant effect on purchasing decisions of Netflix users at the Faculty of Economics and Business Unsrat. Companies need to consider their perceptions, learnings, or attitudes to improve their purchasing decisions. Keywords: perception, learning, attitude, motivation and confidence

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

流行病时代心理因素对消费者Netflix购买决策的影响

成功的公司会影响消费者的购买决定，从而有效地推销自己的产品，实现销售最大化。本研究的目的是确定心理因素对消费者在流行病时代的Netflix购买决策的影响。本研究采用定量方法。技术分析采用多元线性回归。结果表明，感知、动机、学习、态度和信心共同或同时对unrat经济与商业学院Netflix用户的消费者购买决策产生显著影响。感知、学习和态度对Unsrat经济与商业学院Netflix用户的购买决策没有部分显著影响。动机和信心对unrat经济与商业学院Netflix用户的购买决策有部分显著影响。公司需要考虑他们的认知、学习或态度，以改善他们的购买决策。关键词:感知、学习、态度、动机、信心

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

Eksis Jurnal Riset Ekonomi dan Bisnis

自引率

0.00%

发文量

审稿时长

16 weeks