THE IMPACT OF PRODUCT QUALITY AND PSYCHOLOGICAL FACTORS ON CONSUMER PURCHASE DECISIONS PT. BHINEKA MENTARI JAKARTA

Abstract

Increasingly fierce competition requires companies to make the right strategy to increase purchasing decisions, especially in e-commerce companies. The purpose of this study was to determine the influence of product quality and psychological factors on purchasing decisions on bhineka.com e-commerce. The type of research used is quantitative research with an associative approach. The sample in this study was 150 respondents who had made purchases at bhineka.com. The sampling technique used was non-probability sampling, while the data collection technique was by distributing questionnaires using Google Forms. The data analysis technique used was multiple linear regression analysis using SPSS Version 27 software. The results showed that both product quality variables and psychological factors influenced purchasing decisions partially and simultaneously. Psychological factors are more influential than product quality, this proves that the stronger a person's motivation is to decide to buy a product rather than choosing the quality of the product to be purchased.