Title: Analysis of factors that influence consumer purchasing decisions on creative industries in Bandung City, Indonesia
Authors: Arianis Chan; Sam'un Jaja Raharja
Addresses: Department of Business Administration, Universitas Padjadjaran Jatinangor, Sumedang Regency, 45363, West Java, Indonesia ' Department of Business Administration, Universitas Padjadjaran Jatinangor, Sumedang Regency, 45363, West Java, Indonesia
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.
Keywords: purchasing decisions; personal factors; psychological factors; cultural factors; creative industries; Bandung City.
International Journal of Trade and Global Markets, 2021 Vol.14 No.2, pp.213 - 223
Received: 23 Jan 2019
Accepted: 11 Nov 2019
Published online: 21 Mar 2021 *