Psychological Literature Review on Consumers: Motivation Theory as a Driver of Purchase Intention

Abstract

In marketing a product, it is crucial for businesses to understand consumer behavior to ensure effective and targeted marketing strategies. This is inseparable from the motivational factors that influence product purchases. The method used in this research is descriptive narrative, which means a qualitative analysis method that describes and describes research data in the form of a story (narrative) that is complete and relevant to this research. The results of this study indicate that motivation, as a psychological factor, significantly influences consumer purchasing interest. Several factors that trigger consumer motivation in driving purchasing interest include price suitability, quality, product availability, and product alignment with current trends.