The Influence of Psychological Factors on Consumer Purchasing Decisions in the New Normal Era with Age and Education Level as Moderating Variables

Authors

  • Mei Monika Asri Universitas Kristen Satya Wacana, Indonesia
  • Roos Kities Andadari Universitas Kristen Satya Wacana, Indonesia

DOI:

https://doi.org/10.37385/ijedr.v4i3.2071

Keywords:

Age, Education Level, Psychological Factors, Purchase Decision

Abstract

The COVID-19 pandemic has brought significant changes to consumer behavior and the retail industry. As a result, businesses need to understand the impact of psychological factors on consumer purchasing decisions in the "new normal" era. This study focuses on a specific case study of Salon Deskhabeautylash, a beauty salon in Indonesia. This study aims to investigate the impact of consumer psychology factors on purchasing decisions in the "new normal" era, with age and education level as moderating variables. The research design employed in this study is quantitative research, and the population studied consists of individuals who have visited Salon Deskhabeautylash. A sample of 100 individuals was used in this study, and primary data was collected using a survey method with a questionnaire. The data analysis technique employed was multiple linear regression. Assumption tests, such as normality test, multicollinearity test, heteroscedasticity test, and linearity test, were performed. Moderated Regression Analysis (MRA) was used to test the moderating effect. The results indicate that the motivation, perception, knowledge, and attitude of Salon Deskhabeautylash consumers collectively influence purchasing decisions. Age strengthens the impact of motivation, perception, knowledge, and attitudes of Salon Deskhabeautylash consumers on purchasing decisions. Education level also strengthens the impact of motivation, perception, knowledge, and attitudes of Salon Deskhabeautylash consumers on purchasing decisions.

References

Ashour, H. M., Elkhatib, W. F., Rahman, M. M., & Elshabrawy, H. A. (2020). Insights into the recent 2019 novel coronavirus (Sars-CoV-2) in light of past human coronavirus outbreaks. Pathogens, 9(3), 1–15. https://doi.org/10.3390/pathogens9030186

Astari, K. A. D., Arsa, K. S., Iristianty, L. C., & Riandan, S. (2015). Analysis of Consumer Psychology Subject To Daily Time and Level of Education in Indonesia. Journal of Economics, Business and Management, 3(4), 470–478.

Bangma, D. F., Fuermaier, A. B. M., Tucha, L., Tucha, O., & Koerts, J. (2017). The effects of normal aging on multiple aspects of financial decision-making. PloS One, 12(8), e0182620.

Barokah, S., Andina, A. N., & Anggiany, Z. (2020). Strategi Adaptif Kedai Kopi “Coffeebreak” Purwokerto Dalam Upaya Menyongsong New Normal. Jurnal Ekonomi, Sosial & Humaniora, 1(12), 150–160.

Bazooband, A., Baghbanian, A., & Torkfar, G. (2017). A case study of the relationship between basic psychological needs and general health among old people. In Iranian Journal of Public Health (Vol. 46, Issue 12).

Dandel, O. G. B., Massie, J. D. D., & Soegoto, A. S. (2018). Pengaruh Brand Attitude Dan Product Promotion Terhadap Keputusan Menabung Pada Bank Sulutgo Cabang Utama. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4).

Despin, T. (2020). Knock-on effects of covid-19 on consumer behavior and how businesses can prepare for them. In: Entepreneur.

Dewi, S. K., Siburian, P. S., & Indriastuti, H. (2017). Pengaruh motivasi konsumen, persepsi dan sikap konsumen terhadap keputusan pembelian. Jurnal Manajemen, 9(2), 105–110.

Durante, K. M., & Laran, J. (2016). The effect of stress on consumer saving and spending. Journal of Marketing Research., 53, 814–828. https://doi.org/https://doi.org/10.1509/jmr.15.0319

Eberhardt, W., Bruine de Bruin, W., & Strough, J. (2019). Age differences in financial decision making: T he benefits of more experience and less negative emotions. Journal of Behavioral Decision Making, 32(1), 79–93.

Fatihudin, D., Mochklas, M., & Hanum, A. (2020). Price, Brand, And Consumer Value Perception Affect The Repurchasing Of Delovely Beauty Clinic Products. International Conferernce Delovely UMY.

Ferrer, G. G. (2018). A Neuroaesthetic Approach to the Search of Beauty From the Consumer’s Perspective. In Encyclopedia of Information Science and Technology, Fourth Edition (pp. 5767–5774). IGI Global.

Foxall, G. (2004). Consumer Psychology in Behavioral Perspective. Bear Books.

Gunawan Yahya, S. (2012). Pengaruh Word Of Mouth, Inovasi, Gaya Hidup, dan Perceived Quality Terhadap Keputusan Pembelian. Program Studi Manajemen FEB-UKSW.

Hermawati, S. (2013). Pengaruh Gender, Tingkat Pendidikan dan Usia Terhadapat Kesadaran Berasuransi pada Masyarakat Indonesia. Jurnal Asuransi Dan Manajemen Risiko, 1(1).

Kanuk, L. L. (2007). Perilaku Konsumen Edisi Ke–7, diterjemahkan dari “Consumer Behaviour” oleh Zoelkifli Kasip. Jakarta: Indeks.

Kardes, F. R., Cline, T. W., & Cronley, M. L. (2011). Consumer behavior: science and pratice. Internasional Edition.

Kaunang, M., Sepang, J., & Rotinsulu, R. (2015). Analysis of Effect of Motivation, Perceptions, Quality of Service, and Promotion To the Purchase Decision of Honda Motorcycle in. Berk. Ilm. Efisiensi, 15(05), 585–597.

Kazemi, S., Kakavand, A., Jalali, M. R., & Javadi, H. R. (2018). Relation Glasser’s basic needs with hypertension in middle age: the mediating role of humor. Journal of Inflammatory Diseases, 22(2), 63–73.

Kotler, P., & Amstrong, G. (2004). Dasar-dasar pemasaran edisi kesembilan Jilid 1. Jakarta: PT Indeks.

Leach, J. (1994). Survival Psychology. New York University Press. https://doi.org/https://doi.org/10.1057/9780230372719

Lee, H., Cho, H. J., Xu, W., & Fairhurst, A. (2010). The influence of consumer traits and demographics on intention to use retail self?service checkouts. Marketing Intelligence & Planning, 28(1), 46–58.

Mahase, E. (2020). China coronavirus: WHO declares international emergency as death toll exceeds 200. BMJ (Clinical Research Ed.), 368(January), m408. https://doi.org/10.1136/bmj.m408

Mahendra, M. M., & Ardani, I. G. A. K. S. (2015). Pengaruh Umur, Pendidikan Dan Pendapatan Terhadap Niat Beli Konsumen Pada Produk Kosmetik The Body Shop Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 4(2), 442–456.

Mudawaroch, R. E. (2020). Pengaruh pengetahuan dan sikap terhadap perilaku mahasiswa dalam mengahadapi virus corona. Prosiding HUBISINTEK, 1, 257.

Pawistri, K. D., & Harti, D. (2020). Pengaruh Pengetahuan Ramah Lingkungan, Sikap Terhadap Lingkungan dan Gaya Hidup Pada Keputusan Pembelian Nature Republic Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(1), 625–631.

Perdana, R. C., Agustino, M. R., Hartawan, D., Suyoso, Y. A., & Sari, R. (2020). Adaptasi dan Kebiasaan Baru Human Resource Department di Masa Pandemik Covid-19. Business Innovation and Entrepreneurship Journal, 2(3), 201–204.

Queen, T. L., Hess, T. M., Ennis, G. E., Dowd, K., & Grühn, D. (2012). Information search and decision making: effects of age and complexity on strategy use. Psychology and Aging, 27(4), 817.

Rahmawati, I., & Illiyin, R. (2021). Pengaruh Motivasi, Persepsi Dan Sikap Konsumen Terhadap Keputusan Pembelian Hp Oppo. Jurnal Ilmiah Hospitality, 10(1), 103–112.

Raimo, S., Cropano, M., Roldán-Tapia, M. D., Ammendola, L., Malangone, D., & Santangelo, G. (2022). Cognitive and Affective Theory of Mind across Adulthood. Brain Sciences, 12(7). https://doi.org/10.3390/brainsci12070899

Rajagopal. (2020). Transgenerational Marketing. In Transgenerational Marketing. https://doi.org/10.1007/978-3-030-33926-5

Rashkovits, S., & Livne, Y. (2013). The effect of education level on psychological empowerment and burnout-the mediating role of workplace learning behaviors. International Journal of Psychological and Behavioral Sciences, 7(6), 1896–1901.

Romadhon, A. (2022). The Role Of Directorate General Of Customs And Excise In Handling Covid-19 Pandemic As A Trade Facilitator And Industrial Assistance In Indonesia. MARGINAL?: Journal Of Management, Accounting, General Finance And International Economic Issues, 1(2), 53–58. https://doi.org/https://doi.org/10.55047/marginal.v1i2.133

Schiffman, L., & Kanuk, L. L. (2008). Perilaku konsumen edisi ketujuh. Jakarta: Indeks.

Setyawati, H. A. (2021). Pengaruh pengetahuan produk dan religiusitas terhadap keputusan pembelian dengan sikap sebagai variabel intervening. Accounting and Management Journal, 5(1), 39–46.

Stephan, B. C. M., Muniz-Terrera, G., Granic, A., Collerton, J., Davies, K., Saxby, B. K., Wesnes, K. A., Kirkwood, T. B. L., & Jagger, C. (2018). Longitudinal changes in global and domain specific cognitive function in the very-old: findings from the Newcastle 85+ Study. International Journal of Geriatric Psychiatry, 33(2). https://doi.org/10.1002/gps.4743

Downloads

Published

2023-09-25

How to Cite

Asri, M. M., & Andadari, R. K. (2023). The Influence of Psychological Factors on Consumer Purchasing Decisions in the New Normal Era with Age and Education Level as Moderating Variables. International Journal of Economics Development Research (IJEDR), 4(2), 846–865. https://doi.org/10.37385/ijedr.v4i3.2071