Literature Review: The Influence of Psychological Factors on Purchase Decisions

Abstract

This study aims to determine the influence of psychological factors on consumer purchasing decisions through a literature review approach. The study was conducted by analyzing 16 scientific articles published between 2020 and 2025, discussing the relationship between psychological variables and purchasing behavior. The analysis results indicate that psychological factors such as motivation, perception, attitude, and personality play a significant role in shaping purchasing decisions. Motivation and perception are the dominant factors influencing purchase interest and intention, while attitude and personality influence the consistency of consumer behavior towards a particular product or brand. However, these influences can vary depending on the social, cultural, and situational context. Overall, these findings emphasize the importance of understanding psychological aspects in marketing strategies and future consumer behavior research.