Dewi, Delvi Ramitha (2023) Pengaruh Faktor Psikologi Dan Faktor Sosial Terhadap Keputusan Pembelian Pada Toko Buku Zanafa MTC.giant Panam Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF PSYCHOLOGICAL FACTORS AND SOCIAL FACTORS ON PURCHASING DECISIONS AT THE ZANAFA BOOKSTORE By : DELVI RAMITHA DEWI This study aims to determine and analyze the influence of psychological factors and social factors on purchasing decision at the Zanafa MTC.Giant bookstore Pekanbaru. The research method used is descriptive and quantitative method. Types and sources of data using primary data and second data. The data collection technique used questionnaire that had been tested for validity and reability. The research subjects were 90 respondents using a purposive probability sampling technique. Based on the test results,it was found that each psychological factor and social factor had a significant effect on purchasing decision at the Zanafa MTC.Giant Pekanbaru bookstore.furthermore,based on the F test,it was found that psychological factors and social factors simultaneously had a significant effect on purchasing decisions at the Zanafa bookstore with a coefficient of a Determination (R) as large as 29,2%.

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