Electronic Theses and Dissertation

In information era, telecommunications and information's being very important things. mobile phone as an information thing used to be a tools that can make a live not just better but also colorful. the mobile phone market has grown significantly in banda aceh. the aim of this research is how to know the effect of psychographic segmentation toward buying behaviors of mobile phone users. the data was collected by using convenience sampling method, with two hundred users mobile phone as sample. the findings show that 20 items of variable psychographic segmentation was on seven factor. for the 24 items of buying behaviors variable it has seven factor also. the research used principal component analysis as extraction method and varimax with kaiser normalization as rotation method. normality test, multicollinearity test, autocorrelations test and homoscedasiticity test show that all criteria is fulfilled, and for that reason the regressions analysis can be continue. the overall result of study with f test between psychographic segmentation and buying behaviors, shows that from seven hypothesis five variable is significant. but for t test shows that not all the variable are significant.