The Influence of Cultural, Social, Personal and Factors Psychology of Purcashing Decision UK Propolis Products

Abstract

The aim of this research is to analyze the influence of cultural, social, personal, and psychological factors on purchasing decisions for British Propolis products in North Bekasi District. The population of this research is existing consumers. 663 people have purchased British Propolis products based on data, the highest number of consumers in one month in 2023. Collection. The sample uses the accidental sampling technique with Slovin's formula and an error rate of 5%, resulting in 250 respondents.

Data analysis uses a structural equation model (SEM)-based approach. Partial Least Square (PLS), or shortened to SEM-PLS, Each hypothesis was analyzed using the Smart PLS version 4.0 application to test the relationship between variables.

Based on the output of the coefficient value calculation in the image above, it can be concluded that the following equation is: Y 0.013X1 + 0.049X2 + 0.171X3 + 0.729X4, R2 0.777 In table 3 above, it can be seen in the Cronbach alpha column that the value of each variable is getting bigger than 0.7, which means that data reliability is reliable for that variable. The reliability of composite columns has a value greater than 0.6, so it can be explained that each variable is considered reliable because the data is greater than 0.6. You can see from the AVE column that each variable has a value greater than 0.5, which means the data is valid within the AVE conditions. All variables in the Cronbach alpha column, reliability column, and AVE column have a value greater than 0.5, so they are considered reliable and valid. The structural model evaluated using R-square for dependent construction, based on the table above, can be concluded as follows: The R square of construct Y is 0.777, indicating that the model is in the strong category. Based on the table above, it can be concluded that construct X1 has an influence that is in the weak and positive category on construct Y. Construct construct X4 has a strong and positive influence on Y. A Q2 value of 0 indicates evidence that the observed values have been well reconstructed. The results of this study explain that cultural and social factors have no influence on product purchasing decisions. British Propolis, while personal and psychological factors have a positive influence and are significant in the decision to purchase British Propolis products