Analysis of factors that influence consumer purchasing decisions on creative industries in Bandung City, Indonesia Online publication date: Thu, 08-Apr-2021
by Arianis Chan; Sam'un Jaja Raharja
International Journal of Trade and Global Markets (IJTGM), Vol. 14, No. 2, 2021
Abstract: This study aims to analyse the influence of cultural, social, personal and psychological factors on consumer purchasing decisions on products of creative industries in Bandung City. This study uses quantitative methods and statistical analysis. The population of this study comprises consumers who bought creative products, such as culinary, fashion, crafts, design and publishing and printing products, for a minimum of two times. The sample consists of 216 people identified via simple random sampling based on central limit theorem. Results reveal that personal and psychological factors significantly influence consumers' decisions to buy products from the creative industries. By contrast, cultural and social factors exert no significant effect. This study suggests that companies in the creative industries improve marketing strategies related to consumers' lifestyle, personality, income, work and psychological factors.
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