Page 89 - MARSIUM'21 COMP OF PAPER

66 Afifah (2021)
consumer behavior is one of the keys to success in building relationships with customers and predicting
subsequent consumer behavior. One way to shape this is to know what factors influence purchase decisions.
According to Philip Kolter (2013: 214) in his book it is stated that those that influence purchasing decisions
are cultural, social, personal and psychological.

Cultural Social Personal Psychological

1. Culture 1. Group 1. Age and life cycle 1. Motivation
2. Subculture 2. Family 2. Occupation 2. Perception
3. Social Class 3. Role and status 3. Economic situation
4. Lifestyle
5. Personality

Table 2.1 : Factors Influencing Purchase Decision
Source : (Kotler and Keller,2013)

1. Cultural Factors

a) Culture is a collection of basic values, perceptions, desires, and behaviors that are learned by members of
society from family and other important institutions.
b) A subculture is a group of people who share a value system based on common life experiences and situations.
c) Social class is a relative and tiered division in society whose members share the same values, interests, and
behaviors.

2. Social Factors

a) A group is two or more people who interact to achieve a personal goal or common goal.
b) The family is the most important consumer buying organization in society. Consists of husband, wife and
children.
c) Role and status, which means the role that comes from the activities that are expected to be carried out by
someone around him. Then each role carries a status that reflects the respect given by society.

3. Personal Factors

a) In the age and stages of the life cycle, it is about the stages that the family may go through as they mature.
Starting from young, middle to old age.
b) Occupation means a person's profession that influences the goods and services they buy.
c) The economic situation also influences product choice. Income-sensitive product marketing observes trends
in personal income, savings, and interest levels.
d) Lifestyle is a person's pattern of life embodied in psikografis. What is meant by lifestyle is about activities,
interests, and social opinions.
e) Personality refers to a person's unique psychological characteristics that lead to relatively consistent and
enduring responses to one's own environment.

66