PENGARUH FAKTOR SOSIAL, BUDAYA, PRIBADI, PSIKOLOGIS DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN WHITENING LOTION TANPA BPOM DI KOTA MADIUN

Abstract

The existence of whitening lotion products without BPOM is inseparable from the phenomenon
about the increasing of public needs for whitening skin products as well as various factors that
influence the purchase decision made by consumers. The research aims to provide empirical
evidence of the influence of social factors, cultural factors, personal factors, psychological factors
and product knowledge to purchase decision of whitening lotions without BPOM in the city of
Madiun. This research uses a quantitative descriptive approach. The population of the study was all
consumers or users of whitening lotion without BPOM in Madiun City during the study period
whose numbers were not known with certainty. The sample size was determined by the Rao Purba
formula, obtained as many as 100 people. The sampling technique uses purposive sampling. Data
analysis techniques used multiple linear regression analysis. Results of the study prove that: (1)
Social factors has significantly influence to the purchase decision of whitening lotions without
BPOM in Madiun City. (2) Cultural factors has significantly influence to the purchase decision of
whitening lotions without BPOM in Madiun City. (3) Personal factors has significantly influence to
the purchase decision of whitening lotions without BPOM in Madiun City. (4) Psychological factors
has significantly influence to the purchase decision of whitening lotions without BPOM in Madiun
City. (5) Product knowledge has no significantly influence to the purchase decision of whitening
lotions without BPOM in Madiun City.