ANALISIS Faktor Multivariat Untuk Mengidentifikasi Faktor Psikologis Dalam Keputusan Konsumen Pada Photostudio Snap di Purwakarta
DOI:
https://doi.org/10.34125/jmp.v11i1.1865Keywords:
Motivasi, Persepsi, Sikap, Kepercayaan, Keputusan pembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh faktor psikologis konsumen terhadap keputusan pembelian jasa fotografi pada Photostudio Snap di Purwakarta. Faktor psikologis yang dikaji meliputi motivasi, persepsi, sikap, dan kepercayaan sebagai variabel yang berpotensi membentuk perilaku konsumen dalam memilih layanan studio foto. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) yang diolah melalui SmartPLS. Sampel terdiri dari 94 responden yang dipilih melalui teknik convenience sampling, yaitu konsumen yang telah menggunakan layanan Photostudio Snap. Pengumpulan data dilakukan melalui kuesioner skala Likert dengan indikator-indikator reflektif. Hasil penelitian menunjukkan bahwa sikap berpengaruh signifikan terhadap kepercayaan dan keputusan pembelian, sedangkan kepercayaan berpengaruh signifikan terhadap keputusan pembelian konsumen. Sementara itu, motivasi dan persepsi tidak memberikan pengaruh signifikan terhadap baik kepercayaan maupun keputusan pembelian. Nilai R-Square sebesar 0,878 pada variabel keputusan pembelian mencerminkan kuatnya kemampuan model dalam menjelaskan variabel dependen. Temuan ini menegaskan bahwa sikap positif dan keyakinan konsumen memainkan peran penting dalam menentukan keputusan pembelian pada layanan fotografi.
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