The Effect Of Personal Factor And Psychological Factor On Purchase Intention Of Prospective Wedding Invitation Customer In Surabaya

Abstract

This study aims to determine whether personal factors and psychological factors influence the purchase intention of prospective wedding invitation customers in Surabaya. The variables studied in this study are personal factors (X1), psychological factors (X2), and purchase intention (Y). Indicators of personal factors that used are income and lifestyle, psychological factors indicators that used are motivation, perception, and beliefs and attitude, and indicators of purchase intention used are attention, interest, desire, and conviction. The sampling used a purposive sampling technique, namely as many as 97 respondents residing in Surabaya which will hold marriage in the near future. Data was processed using the Statistical Package for the Social Science (SPSS) program, and the analysis technique used was multiple linear regressions. The results show that personal factors and psychological factors have a significant effect on purchase intention of prospective wedding invitation customers in Surabaya. The Personal Factor is more dominant in influencing prospective customers' purchase intention compared to psychological factors.