Pasar Konsumen dan Faktor-Faktor yang Mempengaruhi Keputusan Pembelian

Abstract

This study aims to analyze the factors that influence consumer purchasing decisions, focusing on the influence of product packaging and Word of Mouth (WOM). The method used is descriptive qualitative, where data is collected from scientific journals available through Google Scholar. The results showed that cultural, social, personal, and psychological factors strongly influence purchase decisions, with product packaging playing an important role in the alternative evaluation and purchase decision stages. In addition, WOM, whether through friend reviews, family, or digital platforms, has a significant impact on consumer perceptions and purchase decisions. This study suggests that companies utilize an understanding of these factors to design more effective marketing strategies, especially in the increasingly competitive digital era.