PENGARUH FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MARMER LANTAI DI JAWA TIMUR

This study aims to analyze the influence of psychological factors on household consumers' purchasing decisions for floor marble. The psychological factors examined include perceived value, brand attitude, emotional needs, social status and prestige, and cultural influences. A quantitative approach with a survey method was employed, involving 35 respondents in East Java. The results of multiple linear regression analysis indicate that only perceived value and emotional needs have a positive and significant influence on purchasing decisions. Meanwhile, brand attitude, social status and prestige, and cultural factors do not show a significant impact. These findings suggest that purchasing decisions are more influenced by perceived benefits and emotional satisfaction rather than brand image or social status. Therefore, marketing strategies that emphasize product value and emotional connection are more effective in attracting marble floor consumers.