The Influence of Psychological Factors on Consumer Purchasing Decisions

Abstract

Various factors can influence consumer purchasing behavior, including psychological factors, including motivation, perception, attitude, trust, and risk perception. These factors play a significant role in how consumers evaluate, consider, and ultimately decide to purchase a product. This study aims to determine the influence of psychological factors on consumer purchasing decisions, drawing on the results of several previous studies. The descriptive narrative method was used. The analysis shows that purchasing decisions, both in conventional and digital contexts, are significantly influenced by psychological factors. Increased intention and action are evidenced by positive motivation and perceptions, while high risk perceptions tend to inhibit purchasing decisions. On the other hand, trust plays a crucial role in reducing consumer uncertainty, particularly in online transactions. By understanding consumer psychology, companies can design more effective and consumeroriented marketing strategies, thereby increasing customer satisfaction and loyalty in the long term.